Restaurant Chains Tap the Power of Music
When a franchisee opens a new restaurant, there’s a desire to build a bond with the community, and often that translates into hyper-local store efforts such as sponsoring the local Little League team. Not that there’s anything wrong with that; Little League is as America and apple pie as it gets. But that kind of marketing doesn’t always reinforce the corporate message or educate new customers about a brand, particularly one in a new geographic market.
Two restaurant concepts that have music as part of their brand identity have found ways to use live events to drive traffic on the local level and build awareness chainwide. Cranford, N.J.-based Rock ‘n’ Joe Coffee Lounge and Denver-based Smashburger encourage promotions that bring live music—along with local fans—to local restaurants. In both cases, executives say the efforts help build business as well as the brand. “Music brings people together,” says Smashburger founder Tom Ryan.
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