Local Store Marketing

Whataburger:
Satisfying the Southern Consumer.

Whataburger called on GodwinGroup’s expertise in marketing to the Southern consumer with a desire to get closer to local markets in the W Brands franchise areas of Tallahassee, Florida, and Valdosta and Thomasville, Alabama. There was a concern that corporate strategy was not being as successful at the local market level as potential would suggest, and that a BrandMap™ analysis of local market knowledge could identify additional opportunities.

ACTION: GodwinGroup’s analysis of Whataburger’s corporate media buy resulted in drastic changes to the media strategy for the W Brands franchise, including shifts in the targeted demographic, types and weights of media vehicles and dayparts. While the national picture reflected a basic understanding of the average Whataburger customer, the Southern customer exhibited a more blue collar and sports-oriented mentality. Aside from the changes in media strategy, this insight called for local store marketing efforts focused on connecting with this customer. For example, as a college town, Tallahassee had been missing the mark for reaching college students, thereby prompting advertising in venues and dayparts specifically targeted to students.

REACTION: W Brands earned a high ROI for their local marketing efforts, and significant gains were realized in both college students and blue collar workers for whom price and promotional incentives were especially important.

* GodwinGroup keeps sales figures and other specific results strictly confidential for clients who are privately held companies.

For more information about how GodwinGroup can add to the marketing menu of your restaurant or chain, contact Danny Mitchell, Senior Partner and Chairman at 800.280.5711 or dmitchell@godwin.com. (He might even arrange to take you out to eat sometime.)