Bojangles' Restaurants, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Bojangles' Restaurants, Inc. operates and franchises quick-service eateries that specialize in Cajun-style chicken and biscuits. Bojangles' is headquartered in Charlotte, NC. Located mostly in Southeastern states, the chain includes company-owned and franchised locations.
|Main Telephone||(704) 527-2675|
|Main Fax||(704) 522-8677|
Bojangles' Restaurants, Inc. ContactsContacts (5/12)
|John J.||Chief Financial Officer & Senior Vice President, Finance||NC|
Sample of Associated Brands
|Kenny A.||Senior Vice President & Chief Operating Officer||NC|
|Clifton R.||Chief Executive Officer & President||NC|
|Randy P.||Senior Vice President, Marketing||NC|
|Mary Anne M.||Senior Director, Media Services||NC|
|Bojangles' Restaurants, Inc.||*******|
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Southeastern Digital, TV Opps: Bojangles preparing multimedia Hispanic campaign with new AOR
Subject: Hispanic media, TV, print, local/regional marketing, radio, social media, digital, loyalty marketing, cause marketing, OOH
Company: Winmo), headquartered in Charlotte, NC, is a QSR that specializes in Cajun-style chicken and biscuits. Bojangles has more than 600 locations across 10 states, mostly in the Southeast.
Update (3/2): In an interview with AC&M Group is currently conducting research into “who the chain’s current and future Hispanic customers are.” This includes figuring out what motivates them to shop at certain times of the day and how they use mobile technology. When the research is completed (this spring), the chain will then “know how to approach TV, radio, digital, OOH and social media advertising.”
The findings will also be used in a multimedia campaign that will feature traditional and online media. No word yet on when this campaign might launch, but sellers should note that TV ads with the new AC&M-created tagline “¡Es Bo Time!” are already running on Spanish-language channels (unfortunately, I couldn’t find the video).
As DV has told you before, the Hispanic consumer market is the fastest-growing in the US, especially in the Southeast where Bojangles is located. Therefore, Southeastern Hispanic sellers (especially TV and digital) should be on the lookout for revenue in the coming months. Read more about AC&M’s appointment and Bojangles marketing below.
Below was originally published on 2/17:
Opportunity: Named here), its focus was on spreading the “Bo-Buzz” and expanding brand awareness, which included plans to raise TV investments in more DMAs.
Agency readers should note that BooneOakley has been Bojangles creative, digital and media buying/planning AOR since 2009 – well past average agency tenure. As such, the company currently scores a 42 in our agency new business predictive platform and could be receptive to making changes over the next year.
Competitors: Bojangles is by far the smallest chicken QSR in the Southeast (behind Popeyes, KFC, Church's and Chick-fil-A), but has ingrained itself in the market and has very loyal customers.
Media Spend: According to Kantar Media, B0jangles spent $5.3 million on measured media through Q3 2015 – up from $4.6 million for the same period 2014. Most of Bojangles spend is allocated to spot TV ($3.6 million) and the remainder is largely spent on OOH ads (along with some digital and print).
TV Breakdown: Spot reports that for 2015, Bojangles only $117,600 to air two national ads on the SEC Network (both in Sept/Oct). See chart for show targeting.
Digital Breakdown: Moat reports that Bojangles ran 188 display ads in 60 publishers in 2015 (33% mobile). Top ad destinations included marketwatch.com, foxcarolina.com, wccbcharlotte.com and witn.com (69% placed site direct versus programmatic). The company also ran 33 high impact and 18 video ads last year.
For comparison, in 2014, 142 display ads were run on 85 publishers (14% mobile; 94% placed site direct). Bojangles also ran 65 high impact ads in 2014 (but no video ads).
9432 Southern Pine Blvd.
Charlotte, NC 28273
Senior Vice President, Marketing
Senior Director, Marketing