We wrote a blog piece last August entitled “The Rebranding of Hooters Breastaurant” and how the chain known for its owl logo (among other things) was looking to attract a younger and broader customer base including women as patrons rather than servers. We’ve now learned that a Texas based restaurant chain called Bikinis Bar and Grill has actually trademarked the term “breastaurant” with the United States Patent and Trademark Office as their own, according to an article on ABCNews.com. What this technically means is that the company is the only one that can call itself legally by that term.
Bikinis has locations in Oklahoma, North Carolina and Texas. In addition, the company purchased an abandoned town in Bankersmith, Texas off a Craigslist ad and has plans to turn the area into a seasonal tourist destination. The town has been renamed Bikinis, Texas in honor of the chain.
Breastaurants are big (no pun intended) business in America reportedly bringing in $1 billion annually in revenues. Other restaurants formerly part of the “breastaurant” genre include CANZaciti Roadhouse with four New York locations, Hooters with 460 U.S. restaurants, Tilted Kilt with restaurants in 25 U.S. states and two Canadian provinces and the aptly titled Twin Peaks with the motto “Eats. Drinks. Scenic Views.” with 32 established locations and 10 scheduled to open soon.
In one of the most interesting brands and social media concepts to come out of the South by Southwest (SXSW )conference in Austin, Taco Bell sponsored a conference by the band Passion Pit last night and streamed the event live to an audience nationwide, according to an article on FoodBeast.com.
The frenzied fan fun, however, did not stop there. Passion Pit aficionados utilized ”a camera switching app on Feedthebeat.com that gave fans several roaming and stationary cameras to sift through, along with displaying a slew of Tweets, Twitpics, Instagrams and Vine videos from fans at the show hash-tagging #feedthebeat,” according to the piece. The fan chosen images will then be coupled with live video footage of the concert and woven into what director Sam Jones calls an “experiential fan-made rockumentary.” The rockumentary is slated for release in Summer 2013.
Taco Bell’s Feed the Beat program gives artists on the rise $500 in Taco Bell gift cards and opportunities to appear in advertising campaigns and brand sponsored events.
Yo quiero Taco Bell!
There is a thought provoking article in today’s Forbes about a term not often used when talking about digital media: social currency. The piece defines social currency as “the degree to which customers share a brand or information about a brand with others” and cites global consulting firm Vivaldi Partners’ recent study measuring which large brands have such currency and if they are using social media effectively to pinpoint potential consumers.
Vivaldi’s study looked at the big brands that do the best engaging consumers on “three levels of conversion through social media”: “awareness to consideration,” “consideration to purchase/use” and “purchase/use to loyalty,” according to the Forbes piece. To that end, Subway with 38,000 stores in 100 countries worldwide ranked first when it came to engagement. In addition, the sandwich shop has one million Twitter and 21 million Facebook fans.
Google, Target, Heineken were ranked two through four respectively. Dunkin’ Donuts and Verizon were tied for fifth place.
For purposes of the study, Vivaldi analyzed 5,000 consumers across the U.S., U.K. and Germany regarding 60 brands over 19 industries. Researchers looked at six different components of social behavior: utility, information, conversation, advocacy, affiliation and identity. All six components were equally weighted to come up with a final social currency impact score.
Pizza Hut is hiring a new social media manager and is holding interviews for the position at South By SouthWest in Austin, Texas on Sunday, March 10. Just like the quick pace of social media and the snappy preparation of fast food, one must be ready to serve up their credentials to snag the Social Media Manager of Greatness job in a mere 140 seconds or less, according to an article today on Forbes. One can check out the details of the position at BecauseImGreat.com or tweet @pizzahut for the information using the hashtag #BecauseImGreat.
“It’s the modern day elevator speech,” said Doug Terfehr, Pizza Hut Director, Public Relations, to Forbes. “The time you have to tell a story, engage a customer or leave a lasting impression on someone socially has shrunk to seconds.”
Potential pizza promoters are asked to bring identification and their smartphones to the interview. Interested candidates can apply for the position on the Pizza Hut website career page or have their resumes read on LinkedIn mobile at the SXSW interview. Call backs for prospective candiates will be held on March 14 via Google+.
A male Taco Bell aficionado who eats at the franchise a self described five to seven times weekly after swim practice asked the chain on its Facebook page for an interesting Christmas present that he is expected to receive this week: a personalized Speedo bottom with the words Think Outside the Buns on the backside, according to an article on Business Insider.
The sophomore high school student from Palatine, Ill. claims on the social media site to have broken his school’s diving record for freshman and sophomore students, and has won multiple invites. Besides asking for the Speedo, he praises the chain for their delicious food, and quick and quality service. In response to Ryan Klarner’s request back on Dec. 20, the chain asked for the swimmer’s size and address. Over 2400 fans liked Klarner’s request and 807 “liked” the company’s request.
Lord knows what clothing items fans will be requesting next. In any event, muy bien, Taco Bell.
A couple of years ago Dunkin’ Donuts decided that it was going to bring it to Starbucks, and bring it, it has. People apparently go nuts for Dunkin’s coffee. According to an October survey conducted by mobile survey company Placed, people prefer Dunkin’ to Starbucks 75 percent of the time in cities where both are both chains exist.
OK. Part of it’s undoubtedly the coffee itself. We think that Starbucks usually tastes pretty burned. But an even bigger part of it is the tremendous marketing initiatives that Dunkin has taken to bring itself into the 21st Century. The donut maker redesigned its stores to be more attractive and “user friendly.” True, they’re not coffee house cool, but they’re no longer 1950′s luncheonette, without the irony.
Another huge part of it has to be Dunkin’s prodigious social media marketing chops. In December alone Dunkin’ ran 5 social media marketing campaigns across various platforms: the HoliDDay Fashions Twitter and Instagram Contest, the Top of the WorlDD Photo and Video Contest, the Flavor-Full HoliDDay Coffee Twitter Sweepstakes, a Fan of the Week promotion, and the Dunkin’ K-Cup packs K-ountDDown.
Many of the campaigns are in the form of contests or sweepstakes and Dunkin’ takes great pains to actually engage with its customers, instead of just building follower or “Like” counts. “We focus more on engagement and that our fans actually own our social pages. Jessica Gioglio, public relations and social media manager at Dunkin’ Brands, put it this way: “Our primary focus is on responding to our fans, answering their questions, celebrating their loyalty, letting them be among the first to know about new products, and offering social media customer service support. Sprinkling in promotions as its relevant is a great way to surprise and delight fans on top of the day-to-day conversation.”
As described in Ragan’s PR Daily, here’s a description of the promotions:
- The HoliDDay Fashions Twitter and Instagram Contest invited fans to send in pictures of themselves in their favorite holiday garb for a chance to win a $100 gift card. Fans submitted photos to the Dunkin’ Donuts Twitter and Instagram accounts using the #HoliDDayContest hashtag.
- The Top of the WorlDD photo and video contest involved a special Facebook tab where fans could submit photos and videos, for one to be featured in Times Square on New Year’s Eve. Grand prize winners scored a pair of JetBlue tickets; others got $50 Dunkin’ Donuts gift cards.
- The K-Kup Packs KountDDown awarded entrants with daily prize packs—which included gift cards and coffee machines—and offered tips regarding home coffee brewing.
- The Flavor-Full HoliDDay Coffee Twitter sweepstakes asked followers to submit their holiday coffee flavor preferences-gingerbread, peppermint mocha, or white chocolate-using hashtags for the flavors and the hashtag #Entry. The Twitter header image of coffee cups would fill up as the votes came in.
- The Fan of the Week promotion has been going since mid-2009. “All fans need to do is submit a photo of themselves enjoying their favorite Dunkin’ Donuts food or beverage,” Gioglio says. “Then, a team of Dunkin’ Donuts employees go through all of the submissions on a weekly basis and vote for the winner. We look for creativity and passion for Dunkin’ Donuts and always love a good caption or story that goes along with the photo.”