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50 Years Young

As our client Huddle House wraps up its 50th anniversary next month, the momentum of the last year is poised to take the brand far into the future. That’s because, instead of throwing a party or handing out some kind of coupon like so many other restaurants, Huddle House did everything except act its age for the big 5-0.

For some 400 locations open or in development across the U.S., the 50th anniversary was more of a vibrant rebirth than a slow trip down memory lane. The franchisor of the 24-hour diner known for serving “Any Meal. Any Time.” executed a remodeling incentive program, helping franchisees update the look of existing locations while delivering double-digit sales increases. Meanwhile, a rapid development campaign rolled out a string of new locations with an updated prototype at the same time.

BizCom embraced the task of promoting this message across PR as well as new advertising and creative that raised the bar for the brand while staying true to the chain’s iconic Southern charm. Winning national headlines and handling redesign for e-mail marketing, display advertising, trade show booths, video, photography all the way down to new business cards – the campaign was anything but old and dated.

That resulted in one of the strongest years of growth ever for Huddle House, including first-ever development agreements to take its Southern comfort food into new states like New Jersey, New York and Nebraska. Now the new goal is to keep on trucking with 100 new locations over the next three years.

Here’s to looking good at 50! It sure beats a coupon.

– Monica Feid

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