Double Dogs is a family-friendly restaurant with a sports atmosphere based in Bowling Green, Kentucky. After seeing great success from their first two locations in Bowling Green and Knoxville, Double Dogs decided to bring the concept to Nashville in 2015 with a location in Hillsboro Village. RPR managed the opening of that location and was asked to come back when the restaurant opened their second Nashville-based location in Sylvan Heights the following year.
With new restaurants and bars opening almost weekly in Music City, RPR had to get creative with the second opening to stand out from the crowd and ensure people would still be talking about Double Dogs well after opening day.
STRATEGIES + TACTICS
RPR developed a three-fold plan to create buzz before, during and after the opening, beginning with an invite-only “Yappy Hour” party that gave top local bloggers an exclusive first look inside the restaurant. On grand opening day, RPR garnered media attention by honoring a local K-9 service dog and police officer with the Metro Nashville Police Department in front of the restaurant and we kept the excitement going one month after the opening by hosting a cocktail-making competition with local celebrities and media figures.
RPR secured traditional media coverage with local outlets such as The Tennessean, Nashville Guru and News Channel 2 as well as coverage on some of Nashville’s top blogs and news websites like NOBLE and Southern Fatty. In total, RPR was able to generate more than 2 million media impressions in the local market and an estimated advertising value of $12,597 for Double Dogs.