Shane's Rib Shack Launches "Tender Loving Chicken" TV Ad Campaign

Company Proves that "Size Actually Does Matter" (When Talking About Chicken Tenders, That is!)

ATLANTA--(BUSINESS WIRE)--Shane's Rib Shack, a Petrus Brands company, today announces the launch of the "Tender Loving Chicken" television ad campaign, which reveals the company's best kept secret -- premium, white meat, whole, fresh (never frozen), chicken tenders -- served either hand-breaded and fried or flame grilled. Both chicken tender options can be enjoyed plain or tossed in one of Shane's nine signature sauces. To round out Shane's Rib Shack's chicken menu offerings, the company also features smoked chicken wings, hand chopped BBQ chicken, half chicken, smoked chicken salad and an array of fresh salads.

The "Tender Loving Chicken" ad campaign was developed to broaden menu awareness and created by Innovative Advertising (based in Covington, LA), and includes a multi-market cable television advertising media buy, which in a light-hearted way, does compare the size and taste of Shane's Rib Shack tenders to that of the competition. The campaign also includes in-store POP, print ads, new menu board panel, billboards and VIP cards offering free "3 piece tender" meals designed to complement the local store marketing programs and developed to drive trial and awareness to increase customer frequency.

Please click on the following link to view the new Shane's "Tender Loving Chicken" campaign commercial:

http://www.shanesribshack.com/video/shanes_cant_take_the_heat.mov

Moist, fresh and hand-breaded chicken tenders have always been a staple on the Shane's Rib Shack menu, since the Original Shack opened in 2002, in McDonough, GA. As the company grew (into 65 units in 12 states), Shane recognized that consumer's eating habits were also evolving. The inclusion of fresh salads, flame grilled chicken tenders, hand-breaded chicken tenders and slow smoked wings would appeal to a broader audience making choosing where to eat a little less challenging -- especially for families who are trying to satisfy many different pallets.

"When my wife Stacey and I opened The Original Shack in 2002, we served juicy and plump white meat chicken tenders. While our loyal customer base knew this, we never really advertised this fact – until now," says Shane Thompson, Shane's Rib Shack founder and president. "We will never veer from our traditional roots, which will always include our signature slow smoked ribs, hand chopped pork, and a variety of southern sides, but we did want to let new customers know that we offer a variety of options beyond traditional BBQ."

According to Shane, he can totally empathize with the stress of going out to dinner with a large family and trying to make everyone happy -- he has four of his own kids and his wife, Stacey to please.

Shane's Rib Shack is seeking to grow its franchise base and has a focused development strategy in place for 2011, which includes filling existing core markets (Georgia and Florida) and expanding to new contiguous markets (South Carolina, North Carolina and Tennessee). In addition, growth plans include expansion with multi-unit operators in major DMA's east of the Mississippi. Shane's Rib Shack offers a variety of footprints to ensure maximum market penetration and saturation points. While the standard Shane's is between 1,800 to 3,200 square feet, the company also has the flexibility to design less traditional options as small as 600 square feet, including mall, university and airport locations.

About Shane's Rib Shack

Shane Thompson opened The Original Shack in 2002, in rural McDonough, GA with his grandfather's secret BBQ sauce. Since becoming a franchise in 2004, Shane's Rib Shack has grown to become the country's fastest growing fast-casual barbecue concept featuring signature slow-smoked ribs, grilled chicken tenders, smoked wings, half chicken, hand-chopped BBQ chicken and pork, as well as a variety of fresh salads and complementary sides.

In 2010, Shane's Rib Shack was recognized by "Inc. Magazine 5,000" as one of the fastest growing, private companies in America and made Franchise Times "Fast 55 List," highlighting the very best of the fast casual industries over 600 restaurants. Shane's Rib Shack currently has 65 locations in 12 states, including Arizona, Florida, Georgia, Iowa, Kentucky, Louisiana, Maryland, New York, North Carolina, Ohio, Tennessee, and Virginia.

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