Steak 'n Shake Campbell
Steak 'n Shake, a classic American brand, serves premium burgers and shakes in 600 restaurants across the country and the world. Founded in 1934 in Normal, Illinois, Steak 'n Shake is the leader in the "better burger" segment of the restaurant industry, serving hand-crafted, premium Steakburgers and hand-scooped milkshakes. Steak 'n Shake is the recipient of the Nation's Restaurant News Golden Chain Award. And has been recognized by Zagat as having the No. 1 Milkshake.
The Challenge: How do you introduce an unknown?
Unknown (to the Bay Area) old school, countertrend mid-western brand endeavors to open in an anti-growth, "small town" silicon valley community that's been protesting any type of development in their area for the last three years.
Allied with local historic community theater to garner community support. Leveraged our "home town, old-fashioned" feel to become locally loved by local patrons.
Launch Project REsults
Brought on to manage the Steak 'n Shake launch of the new bay area location in Campbell, California.
Store opening was launched within seven days of our hire on Labor Day weekend, September 2017.
Grand opening festivities included landing sponsorship with well-known community theater to garner local support.
Steak 'n Shake Campbell hosted a preview luncheon for Heritage Theater and the Vice Mayor of Campbell
Claimed all social media profiles by launch to officially announce opening.
Rebranded social pages and combined them as Steak 'n Shake Bay Area
Increased engagement posts and reach with the launch of the Campbell location
Raised Yelp & TripAdvisor ratings with new social management and accountability with customer reviews
Increased exposure by working with key news outlets to highlight opening and appeal to locals and silicon valley execs
Positioned the small town feel of the brand and the experience of a diner-like, table service, restaurant.
Bringing a mid-west staple to the west coast.
Press coverage:
Landed Steak 'n Shake Campbell in San Jose Mercury News in the months after store opening. Featured photos were styled and provided by our team.