O’Charley’s wanted something beyond the ordinary ribbon cutting for their multi-year restaurant reimage plan. They called on our team to make that happen, and seven years later, we still garnered coverage for the Nashville-based restaurant chain.
O’Charley’s is more than just your regular casual dining restaurant. It’s a modern, all-American dining experience that hasn’t forgotten its roots.
Couple the reopening of each restaurant with a special celebration that would not only create publicity around the reimage and increase business and sales at each location but display the culture of the O’Charley’s brand.
To gain local media interest around each O’Charley’s restaurant remodel and reopening, we carried out more than 80 Hometown Hero celebrations – one celebration per reimage – honoring local members of the armed services at each newly redesigned restaurant. We were responsible for the integrated communications strategy surrounding each Hometown Hero celebration, ribbon cutting and promotion.
REED also coordinated a dozen ribbon cuttings, as well as 60 promotions during the past two years, promoting a free meal deal and Thank You Thursday Bar Event.
We received 150 media hits in 88 outlets in 62 different cities around Hometown Hero events, ribbon cuttings, promotions and overall reopening news. Media spanned across TV, print, radio and online. This was a total of 7,444,051 media impressions. U.S. Senator Bob Corker’s office also caught on to the Hometown Hero celebrations and wrote personal thank you letters to several of O’Charley’s Hometown Heroes.
While these stats are certainly impressive, the Hometown Heroes team is most proud of the one thing that is immeasurable – the goodwill that this program created across the O’Charley’s footprint. The heartfelt reaction from not only the honorees, but the response from the local community and employees at each location was tremendous.