| Opportunity |
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| In 1992 Rib Crib enterpreneur Bret Chandler had a vision - a vision of serving great food at a fair price in fun surroundings that families could enjoy. By 2004 the growing chain had nearly 30 stores, both corporate-owned and franchises, and a powerful ambition to accelerate unit growth across the South. Rib Crib’s challenge was to develop and execute a sustainable, cost-effective marketing strategy that would both drive traffic into stores as well as attract new franchisees. |
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| Strategy |
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| Develop a unique marketing plan extendable to all media, including in-store, that will increase traffic, same store sales, and franchisee interest. Establish the foundation for a unique corporate identity that will extend Rib Crib’s brand reach. |
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| Challenges |
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| - Developing a recognizable and appealing brand identity to drive sales - “Where BOLD began” |
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| - Building an effective marketing and breakthrough advertising campaign on a limited budget |
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| - Creating and documenting both primary and secondary promotion options for franchisees |
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| - Building and publishing a formal promotion calendar to support both corporate stores, and regional and local franchises |
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| - Establishing a powerful, brand consistent (ie., fun) web presence |
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| Rewards |
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| In 2005 Rib Crib was named to Restaurant Magazine’s “Top 50 Growth Chains” with 25% year-over-year revenue growth. |
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| The Rib Crib brand now extends across the Southern U.S. with plans for several new openings during 2006. |
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| New store introduction plan run for two new units yielded the highest sales ever for any Rib Crib stores in their first week. |
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