Memphis-based Franchise Unveils Systemwide In-store Consumer Sweepstakes to Jumpstart 2008
January 10, 2008 // Franchising.com // Lenny's Sub Shops started the New Year with a systemwide consumer sweepstakes. The Lenny's Hawaiian Getaway is an in-store and on-line register-to-win promotion, where consumers may enter to win a trip for two to Hawaii. The 5 day, 4 night February trip includes airfare, hotel accommodations, rental car, and two tickets to the professional football game played annually in Aloha Stadium. The national program is being supported with in-store point of sale, promotional radio in key Lenny¹s franchisee markets , shared mail, newspaper inserts and blitz couponing.
"We believe this program is particularly exciting to our current guest as well as compelling in generating new trial of the Lenny's product", said George Alvord, CEO of Lenny¹s Sub Shop. "Hawaii is a highly desired destination, particularly in the winter months; the blend of this romantic tropical location and the football game should appeal to both our male and female guests, and is a natural progression from our sponsorship last fall with Fox Sports", he continued.
The promotional radio in ten markets is a key element of the program. Local market radio was designed to draw attention to the sweepstakes, drive traffic during the typically slower first quarter, and continue the branding approach that Lenny's began in September 2007 with their first national television campaign. Local market media buys were specifically tailored to each market's key demographics and station popularity. Using station personalities to voice over the promotional announcements and chatter on-air further developed a relationship with Lenny's consumers in those markets. Shared mail drops and blitz couponing round out the direct response element of the program.
"We know that the local market approach in delivering the sweepstakes promotional message is the best approach to show the consumer that Lenny's is invested in their community," said Alvord. "We are hopeful that this program, as well as our commitment throughout 2008 to our branding campaign, continues to successfully develop Lenny's as a national brand."
Len and Sheila Moore opened the original Lenny's Sub Shop, a genuine Philadelphia-style sub shop with fresh baked bread and the finest quality deli meat and cheese, in a Memphis suburb in 1998. Lenny¹s Franchisor Chief Executive Officer George Alvord and private investors acquired ownership of the company from Len Moore in 2004. Lenny's has sold franchises in 21 states from California to Virginia. Lenny's is scheduled to open hundreds of
restaurants in the next few years.