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.