June 23, 2008 // Franchising.com // San Jose, CA,- Happi House Restaurants Marketing Director, Kevyn Johnston, announced the company's commencement of a new Text Messaging advertising campaign, which furthers the chains effort to broaden its marketing towards the "Generation Y" group.
The campaign, which part of the company's overall "Where East Meets Fresh," marketing campaign, is airing on at least two San Jose based radio stations skewing towards the 18-29 year old demographic. "We are actively engaged in targeting the next generation of Happi House Guests and we want to reach them on their turf; of course that includes Text Messaging" said Johnston. First opened in 1976, Happi House California Style Teriyaki restaurants have enjoyed an extremely loyal following, however the company's plans for franchising and expansion has the chain directing a good deal of its marketing efforts towards introducing a new group of younger consumers to the brand.
Bay Area radio listeners who text the letters "H A P P I" when cued will receive a text message for a free Happi Wrap, the company's popular tempura chicken snack wrap. "The [text messaging] campaign started earlier this month and we've been very pleased with the results so far," said Johnston, "we are seeing younger people coming in to try a Happi Wrap, which is a great little taste of Happi House. And we've always believed that once someone experiences Happi House's great taste they will be back; I think we are seeing this here." Johnston says that despite current economic conditions the chain continues to enjoy increased system-wide sales over last year.
Hundreds of announcements on Bay Area radio stations Channel 104.9 & KFOX have been purchased to promote the text messaging promotion throughout the summer months. The chain will also be airing a series of new radio spots and has implemented a targeted e-mail marketing campaign, both intended to gain a foothold with the 'Generation Y' audience.
Joshua Richman, CEO, said that Happi House is a fresh and agreeable option for younger patrons who most commonly frequent the fast-food giants. "As Americans are searching for healthier and tastier dining options, we've seen a steady increase in young-adults at Happi House," says Richman, "they're bored with burgers and pizza everyday, and more and more they are choosing chains like Happi House to enjoy quality meals, made fresh, and served on a plate rather than in a bag or box." Unlike other Asian QSR competitors, Happi House boasts that every meal is prepared fresh-to-order and the chain is mindful to maintain price-points that suit an everyday budget.
[Established in 1975, Happi House is the original quick service California teriyaki restaurant serving the San Francisco Bay Area. The first Happi House location opened at the corner of 5th and Taylor Streets in San Jose's Japantown as a result of tremendous demand from the local Asian community for a comfortable, value-oriented neighborhood restaurant. Its model integrates fresh California style teriyaki cuisine with a streamlined cooking system that provides top quality products, speed of service, and cost efficiencies. Happi House Restaurants, Inc. currently owns and operates six fast-casual Happi House restaurants and has plans to develop four to six more locations in the next two years. "Happi Wrap" and "Where East Meets Fresh" are trademarks of Happi House Restaurants, Inc. For more information contact Kevyn Johnston at 408.866.5966]