Red Robin Gourmet Burgers – Creating Sizzle in a Slow Economy

Challenge

Given the economic downturn, families across the country were looking for ways to cut costs, and dining out was top on the list.  The new focus on frugality meant family-friendly restaurant chain Red Robin Gourmet Burgers faced more pressure than ever to drive traffic to its restaurants. Its largest marketing campaign, an annual Kids’ Cook-Off competition to find America’s next gourmet burger recipe from youth chefs nationwide, was in its fourth year in 2009.  With no national advertising running that year, there was more pressure than ever to make the event sizzle.

Solution

To capture the media’s attention and engage consumers from coast to coast, Linhart PR added fresh new elements to the fourth annual event – greater star power, deeper social value and engaging online activities.  First, Red Robin aligned with Food Network star and “Quick Fix Meals…” host Robin Miller who offered culinary expertise and mom-friendly tips.  Next, we fully leveraged Red Robin’s relationship with the National Center for Missing & Exploited Children (NCMEC), the Cook-Off’s beneficiary and child safety education partner.  Finally, Linhart PR recommended consumers have the chance to vote online for their favorite burgers and aired the Championship event live via webcast.

Results

The Cook-Off achieved the most news coverage and strongest key-message delivery in event history.  More than 14,200 people voted for their favorite burger on the inaugural “Fan Favorite” site, and media coverage of the event tripled, with more than 372 news stories and 13.9 million impressions.  Ten young finalists were featured in their hometown media, including WGN-TV Chicago, The Oregonian, Chicago Sun-Times and The Denver Post; and, NBC’s “Today Show” featured a cooking segment with 9-year-old winner Emma Potts preparing her grand-prize burger.  NBC’s “Today Show” producer was so pleased with the segment she invited Red Robin to bring its annual burger champ on the show after each year’s Championship event!