Clients rarely show up at LOOMIS without a challenge and most often that challenge is related to sales. For Rib Crib, a northward sales trend had turned south a year earlier and the way back to positive territory was proving difficult to find. LOOMIS was hired to help navigate.
Customers told us they loved Rib Crib. It seemed the chain’s special combination of wood, heat, smoke, and meat was a winner from the start and the brand had flourished with its recipe. But as the chain grew from a single unit in Tulsa, OK to more than 100 regionally, a little confusion had begun to set in. Menu creep had distorted the brand and new customers were often left bewildered by the offering and less likely to return.
Through all the smoke one thing was clear: Rib Crib serves mouth-watering BBQ with a signature hickory wood-smoked flavor on par with the very best local rib shacks, and they have hordes of awards to show for it. The only things missing were brand clarity, a compelling message, and a solid media plan to deliver the news. In other words, Rib Crib needed help building a disciplined advertising program to build traffic and frequency.
“Smokin’ the Good Stuff” serves up an appropriate declaration for a brand that reflects the confidence of the BBQ fanatics in charge of the chain. It’s a rebel cry for a brand that shows up like a maverick, never takes itself too seriously, but is relentlessly focused on just one thing: yep, smokin’ the good stuff. It’s what Rib Crib customers love and it’s the one thing they do best.
From the first lick of the Blues guitar to the images of craftsmen plying their trade, the tone of the TV spots imparts the passion that drives the fanatics behind the brand. Television clarifies Rib Crib’s claim and makes people crave their mouth-watering BBQ. Outdoor was added to the menu to guide customers to restaurants, and digital served up promotions issuing geo-targeted conquest messaging to diners tempted by our competitors. Social and e-mail marketing were focused on building frequency and boosting e-Club membership.
You can’t truly convey the RibCrib experience via television, but we tried our best. We featured dedicated craftsmen, including our passionate pitmasters, along with mouthwatering close-ups of our smoked meats. All pulled together with a voiceover straight from barbecue heaven and a home-made blues track, courtesy of Luminous Sound Studios.
Our radio spots kept the good stuff rolling along, incorporating the original bluesy music and the smoky voice that carried the television spots. We created brand and promotional spots to drive restaurant traffic with limited-time offers, along with Pandora radio to reach digital listeners.
Broadcast :30
Pandora :30
We kind of geek out on menu design. In fact, we’ve developed a proprietary menu development process that helps us create the most effective hand-held, drive-thru, and interior menus that focus consumers on high-margin items, support signature products, and maximize profits. Here’s how we helped Rib Crib to show off their Good Stuff.
Over a three-year period, the campaign lifted comp sales six percent, frequency improved, and the eClub database grew by 40 percent.
– Jeff Morrell, Rib Crib VP of Marketing
We challenge underdog brands to think differently. We help them find their voice, and urge them to blaze new trails to make sure they stand out from the pack. Whether you need an agency of record or support on a project, we are here to help you win.
