MCL Restaurant & Bakery

MCL Restaurant & Bakery

Following the departures of the restaurant chain’s Marketing Director and Graphic Designer, ZMP’s dedicated restaurant marketing department, was retained to serve as the de facto “Marketing Department” for MCL Restaurant & Bakery – a family-owned cafeteria-style restaurant chain known for its homemade menu items – including their award winning fried chicken and 35 flavors of pie, made from original recipes that date back to the company’s beginnings more than 65 years ago.

For the past 5 years, ZMP has directed the marketing activities of this 16-unit chain with marketing and promotional strategies that have included everything from grand openings and new product launches to re-launching signature items and developing guest loyalty programs.

Support has included:

• Print and broadcast advertising

• Direct mail

• In store promotional materials

• Social media management

• Email marketing

• Public relations

Through that time, ZMP has produced “Man on the Street”-themed TV commercials (featuring its $6-$8-$10 MCL meal offer) and all the restaurant’s in-store promotional materials, publicity, social media/advertising and promotions. ZMP also was responsible for all aspects involving marketing, PR and community engagement when MCL opened its first new from-the-ground-up location in Avon, Indiana. In addition to generating a great deal of media coverage – including a front-page feature story in the Indianapolis Business Journal, ZMP created and managed a community-based “grand opening” celebration, in which dignitaries, chamber members and other VIPs were invited to enjoy a free meal.

Also, a series of community day celebrations were hosted by MCL, with a portion of the sales donated to each town’s school corporation. Within the past year, MCL Restaurant & Bakery’s business increased 16 percent (vs. previous 12 months) and its growth is continuing as MCL increases its appeal to younger families, while remaining a popular choice with its loyal guests.

Most recently, MCL sponsored a “Win Free Pie for a Year” contest as part of its celebration of “Great American Pie Month”. The promotion – featuring MCL’s 35 pie flavors – was an overwhelming success and it attracted more than 5,000 entries (including approximately some 3,000 online and more than 2,000 in-store). And, three guests won the “Free Pie for a Year” grand prize.

Project Details:

ZMP

Credit

MCL Restaurant & Bakery

Client

Branding and Design , Digital Campaigns , Marketing Strategy and Planning , Public Relations and Crisis , Social Media Campaigns , Video

Category
Following the departures of the restaurant chain’s Marketing Director and Graphic Designer, ZMP’s dedicated restaurant marketing department, was retained to serve as the de facto “Marketing Department” for MCL Restaurant & Bakery – a family-owned cafeteria-style restaurant chain known for its homemade menu items – including their award winning fried chicken and 35 flavors of pie, made from original recipes that date back to the company’s beginnings more than 65 years ago.
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