Moe’s was one of the fastest growing franchises in the country, with a fresh, healthy product in a family friendly environment. Then came the recession. How were local franchisees to combat the dive bomb attack on the restaurant business?
Moe’s corporate branding efforts had been very successful in positioning the restaurant as a family friendly, fun dining destination. But we knew it would take more to bring people into the restaurant at a time when most were running home to their pots and pans.
1. Mass Media
People were cutting budgets and pulling out of television like crazy in the first and second quarter of 2009. Our Moe’s franchisees did the same to test the waters. Sales went down correspondingly.
When we brought television back as the lead mass media tactic and kept it there, the needle started moving again. Proof that there are still many things that television does better than any other medium.