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.
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.
Largemouth provided onsite support for the BUILT Custom Burgers grand opening event, which drew quite the crowd. Top Triangle food influencers such as Raleigh Food Pics, Food Diary of a City Girl and SoBeSavvy attended and shared positive experiences via their social media handles and blogs. The event was also attended and covered by local media outlets, including Spectrum News and Cary Living Magazine.
A total of 12 reporters and media influencers attended the event along with many other guests. Even the Mayor of Apex and Mayor of Morrisville got in on the festivities. By the end of the event, the restaurant had served 190 complimentary meals.
For its efforts surrounding the restaurant’s launch, Largemouth secured an estimated 4.5+ million impressions across print, online and social media through 82 stories and social media posts.
During the month-long campaign, Largemouth helped grow the restaurant’s social media presence from zero to nearly 300 followers across Facebook, Twitter and Instagram. These platforms will serve as a foundation for the restaurant to continue engaging with guests and building its momentum for the future.