Find out why Schnitz and other quick serves are focusing on LAM
Local area marketing campaigns top QSRs’ agenda.
Schnitz focuses very heavily on its local area marketing, according to the firm’s franchise and marketing manager, Andrew Dyduk, in describing their local area marketing campaign strategy.
“Our trademark promotion is the sampling of our food to passing trade. We cook fresh chicken schnitzels, slice them up into bite-size pieces and place them on a plate with some of our famous Chipz and some of our best selling Dipz,” Dyduk said.
“It’s amazing seeing the response we get from passing traffic – it’s one thing to tell someone your food is good in print or on radio, it’s another thing to have them try it and want more,” he added.
Schnitz, says Dyduk, also gets involved with local schools, community groups and sporting clubs to help them raise money for new facilities and other activities.
“LAM is an essential part of maintaining regular and compelling visibility,” quotes Wendy’s executive Todd Duthie.
“All of Wendy's national campaigns incorporate a LAM component to ensure stores are fully able to leverage promotions at a local level. Wendy's also has a budget which can be used in cases where a particular event or theme may benefit a region. This means multiple stores from a particular state or region can implement a LAM promotion to coincide with a local event to further maximise results at their store,” he said.
“Based on previous experience, the support our franchisees receive in terms of local area marketing is second to none,” states Kim Russell of Nando’s.
“We have invested heavily in local area marketing and actually have nine local area marketing specialists located around Australia who are in constant and direct liaison with our franchisees,” Russell said.
“This allows us to have a personal relationship with all of our franchisees and to create a bespoke and unique marketing plan for each restaurant based on the needs of our franchisees’ individual restaurants and the area in which they are situated. Also, supporting local charities, community, events and sporting teams are a large and vital component of these marketing plans.
Pacific Retail Management says local area marketing is one of or even the most important form of marketing that is being run in their stores.
“We have a regular set of guidelines available to all our franchisees allowing them to have a clear understanding of what is expected from them in terms of local area marketing,” remarked Scott Philipson.
“In support of 6-8 week new menu always do leaflets, flyers, posters in centres," says Trios Wraps’ Sam Elia in response to the query regarding their local area marketing activities.
He revealed they also involve marketing departments of shopping centres to use their electronic mailout and loyalty card program for existing customers for the stores.
“Bottom line, we try to create tools that make the most sense for the franchisees and organise campaigns that are clearly targeted to the specific market and which remains true to the brand,” he said.
The local area marketing campaign of Mad Mex involved exploring several avenues including direct mail, retail trial usage and creating entertaining ways to engage with new customers.
“The franchisees are involved in every step and they work hand in hand with us on maximizing success,” owner Clovis Young said, adding “Some may choose to focus on in-centre messaging while others may opt to cast a wider net.”
“We are one of the last franchise groups that still provide a lot of support in LMS. We have strong local incentive schemes in place, and have some unique initiatives coming onboard soon,” disclosed Eagle Boys’ Christine Hooper.
