Challenge

Seeing an opportunity to expand BUILT Custom Burgers’ unique presence in North Carolina, a local franchise owner decided to launch the first-ever standalone location. Not only is the restaurant a departure from other BUILT franchise models, but it was also the first tenant at its new retail space in Cary’s Alston Town Center.

BUILT Custom Burgers tapped Largemouth Communications to develop and execute a robust PR plan to promote brand awareness in the Triangle and drive foot traffic to its new location.

Ideas

Largemouth strategically aligned PR and social media efforts with BUILT Custom Burgers’ VIP grand opening event at the Alston location. In the weeks leading up to the event, Largemouth identified various reporters and influencers to connect with and invite to attend. Information was sent to media, influencers and local dignitaries through pitches, a press release and various outreach activities to get the news out. For good measure, Largemouth distributed a Paperless Post invitation to generate more excitement in advance of the event. Going beyond the nuts and bolts of a press release, the unique digital invitation ensured the restaurant would stand out from the crowd.

To extend its reach and build online engagement, Largemouth launched the local restaurant’s Facebook, Twitter and Instagram accounts, starting with a social media audit. Bringing together residents, influencers and reporters across common social media platforms, Largemouth consistently shared engaging content with visuals of various mouth-watering menu items, promotions and information leading up to the grand opening event. In addition to producing ongoing content, Largemouth also developed a series of promoted and boosted posts across channels to support campaign initiatives.

Together, these extensive efforts helped to generate a great deal of excitement for the BUILT Custom Burgers launch – while ensuring the news reached potential local guests.