Marketing/Creative Development
Baja Sol Restaurants Group LLC
Baja Sol is one of the fastest growing chains of restaurants in the U.S., with 24 stores opening in 2009, almost doubling the size of the chain. Baja Sol has three different format concepts: a fast casual concept, a full-service sit down with bar concept, and a Burger Bar concept. Sterling Cross Communications is the PR, Marketing, & Social Media firm of record, the first outside consultants hired by the chain.
Results:
- Local and National PR & Media Relations campaigns have increased brand awareness and is aiding in the sales of Franchises.
- The Baja Sol Executive Chef has made TV appearances in all states where Baja Sol has locations, and was contracted to appear with a team of three chefs on The Food Network’s Challenge program.
- A Social Media Campaign to drive awareness of the first ever Salsatude contest where fans could submit their own recipes for their favorite salsa drove excitement and awareness across several platforms like Facebook, Twitter, and Flickr.
- A Twitter campaign to give away a six piece Caribbean Wing sampler had over 100 fans enjoying a new menu item that was being tested to see if it would become a regular addition, provided great market research and insight.
- Social Media events hosted in Baja Sol locations branded as Bur-eetups, a play on the Twitter term for meetups.
- Online monitoring of brand reputation and guest comments online has kept Baja Sol aware of their online reputation and negative comments are responded to as well as customer service issues solved.
- Coupons and promotions promoted by social media have aided store sales.
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