CEO Uses Front-End Loader to Make 'High-Impact' Statement About Shoney's®
NASHVILLE, Tenn., May 4, 2011 /PRNewswire/ -- Declaring the start of a new legacy, Shoney's has launched a major push rooted in new leadership, a new executive chef and a new attitude.
A communication campaign started this week with an out-of-character TV commercial showing Shoney's CEO David Davoudpour driving a front-end loader toward a Shoney's restaurant, symbolizing a fresh start for the chain of more than 230 restaurants.
A parallel food-oriented message highlights the "Shoney's Barbecue Bash," an eight-week promotion with four featured items – Pulled Pork Sliders, pork-stuffed hushpuppies called Pork Puppies, an entree called the Chef's Memphis-Style Barbecue Skillet and a Half-Rack of Ribs.
"Shoney's is making a bold statement, and the TV commercials make that clear," said Kerry Graham, president of BOHAN, the Nashville agency that created the spots.
A second commercial, which focuses on executive chef Will Eudy and how he was whisked away from his previous career in high-end, white tablecloth restaurants, will start airing in about two weeks.
"We wanted the spots to be very unlike anything expected from Shoney's. That's why we used director Jackie Oudney, who has directed feature films as well as commercials. There's an 'I Spy' or 'Burn Notice' flair to the commercial with Chef Eudy that I think will intrigue people," Graham said.
An online mini-site, www.ShoneysStartingFresh.com, is another element to the campaign. The mini-site hosts the TV commercials, provides additional background on what is changing at Shoney's and offers a rotating set of coupons.
"Our goal is to say that there's a new day at Shoney's, and our TV spots are designed to make people curious – and hungry," said Shoney's CEO David Davoudpour.
Davoudpour says restaurant guests will find classic items from the Shoney's menu that have been fine-tuned and improved, along with new offerings from Eudy.
"I bought Shoney's with the goal of restoring an iconic brand in American family dining. We are on our way, and I invite people to check us out," he said.
Shoney's is headquartered in Nashville and has restaurants in 17 states. Company information is at www.Shoneys.com.
BOHAN is a full-service marketing agency in Nashville. Agency information is at www.BohanIdeas.com.
Tom Adkinson, APR