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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Southeast TV, Radio, Digital Opps: Bojangles to boost marketing spend after flying the private coop
Subject: TV, print, local/regional marketing, radio, social media, digital, loyalty marketing, cause marketing
Compan: Bojangles Restaurants, 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.
Opportunity: After filing an IPO with the SEC, Bojangles is looking to grow its footprint in existing and contiguous new markets and will continue to spend on marketing to spread the “Bo-Buzz.” 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. Approach Bojangles with ideas on how to increase brand awareness even further, especially around lunch and dinner options (breakfast has proved wildly successful for the brand). Note that the chain plans to raise TV investments as it saturates more DMAs (more below).
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Spreading the “Bo-Buzz” & Growth Strategy: One strategy moving forward is to attract new customers through expanded brand awareness. The QSR’s current marketing strategy centers on the “It’s Bo Time” campaign, which highlights the “craveability” and made-from-scratch quality of the company’s food.
Currently, Bojangles uses multiple marketing channels, including TV, radio, print, outdoor, online social media and loyalty programs. In developed markets, local network and cable TV are used more frequently, while less developed markets utilize heavier cable buys. In 2014, 25 of 32 DMAs were active in TV advertising and the company is looking to add to that in the future.
Additionally, the QSR is looking to expand its market share by further penetrating existing markets and growing into contiguous markets. As market share is enhanced, more marketing dollars will be available and spend will increase through various types of media.
Sponsorships: Bojangles currently sponsors arenas, race tracks, broadcast and sporting events including the Bojangles Coliseum in Charlotte, NC, the Carolina Panthers NFL team, the Charlotte Hornets NBA team, the Fox Sports South-Atlanta Braves Television Network, Atlantic Coast Conference basketball and football, as well as various charity and goodwill events for the MDA, Toys for Tots and St. Jude’s Children’s Hospital.
Sustained Success: Bojangles has experienced 19 consecutive quarters of same-store sales growth. Note that unlike its direct competitors, Bojangles serves breakfast and around 38% of its revenue is garnered before 11 am. While this success is great, Bojangles is looking to complement its breakfast daypart with its lunch, snack, dinner and after dinner dayparts. To that end, Bojangles will continue introducing marketing around limited time offers to increase occasions across its dayparts and educate customers on lunch and dinner offerings, such as the Big Bo Box and Tailgate Everything campaign.
Competitors: PDQ, to name a few
Media Spend: According to Kantar Media, Bojangles spent $6.6 million on measured media in 2014, a 21.4% increase over 2013. Most of this ($4.4 million) was spent on spot TV ads (because of Bojangles regional footprint, it does not run national TV ads). Out-of-home constituted the next highest spend category, at $1.8 million.
Moat reports that 99% of Bojangles 2014 standard display ads were purchased directly from the publisher (as opposed to going through an ad exchange or network). Top ad destinations last year included local news sites like wxii12.com, wyff4.com, witn.com and wsoctv.com. Digital spend is fairly even throughout the year, with a slight jump during the summer months (because fried chicken is the best picnic food, obviously).
Agency Relationships: According to The List, Erwin Penland Advertising handles PR.
Bojangles Restaurants, Inc.
9432 Southern Pine Blvd.
Charlotte, NC 28273
Senior Vice President, Marketing
Senior Director, Marketing