Shoney's, LLC | Company Profile, Marketing Contacts, Media Spend, Brands
Shoney's owns and franchises about 280 restaurants located in 18 states within the Southern and Midwestern U.S. The company provides "home style" fare in a casual, family-friendly atmosphere. Shoney's is headquartered in Nashville, Tennessee.
|Main Telephone||(615) 391-5395|
|Main Fax||(615) 231-2351|
Shoney's, LLC ContactsContacts (4)
|Steve N.||Chief Financial Officer||TN|
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|David D.||Chairman & Chief Executive Officer||TN|
|Steve S.||Senior Vice President, Franchise Operations||TN|
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Millennial, Digital, OOH Opps: Shoney's names COO, increases franchising efforts (Score 34)
Subject: digital, print, OOH, regional/local marketing
Company: Shoney’s, based in Nashville, owns and franchises about 150 restaurants located in 16 states in the Southern and Midwestern US. The company provides “home-style” fare in a casual, family-friendly atmosphere.
Opportunity: Named Michael Wozniak as COO. According to the company, it is looking to return to its “Glory Days,” when it was the premier family casual dining concept in America. In addition to Wozniak’s hire, Shoney’s has also created the position of director of franchise sales, which Terru Harof will fill. Harof will oversee marketing, business development, sales strategy and franchise support as Shoney’s begins to offer franchising worldwide.
Shoney’s has been increasing display and mobile presence since last year (research here), most likely in an effort to woo younger customers (read more below). Therefore, Southern and Midwestern sellers who target a younger audience should reach out for local/regional print, OOH and digital dollars. According to The List, Shoney’s handles media planning (including digital) in-house.
Experience: Wozniak joins Shoney’s from 16 Three consulting, were he was CEO and president. Prior to that, he was CEO of Flat Top Grill, area VP of Hard Rock International and market partner with Texas Roadhouse.
Harof previously served in the management of Hyatt Hotels. She has also served as VP of advertising, PR and events for 20First Hospitality.
New Target Audience & Brand Revamp: Since early 2014, Shoney’s has been unveiling a new concept geared at reaching a new, younger customer. Last year, it debuted its first location in a maker, which featured a full bar and the “Shoney’s On the Go” quick-serve option (more here).
Media Spend: According to Kantar Media, Shoney’s spent $777,000 on measured media last year – down from $1.2 million in 2013. This was mostly allocated to print (newspapers), display and OOH ads.
Digital Breakdown: According to Moat, Shoney’s has run 23 standard display ads on 201 publishers so far this year (52% mobile). Top ad destinations include hamptonroads.com, pilotonline.com, allmenus.com, clantonadvertiser.com and heraldcourier.com. For the same period 2014, only two creatives were run on two publishers (<1% mobile).
1717 Elm Hill Pike
Nashville, TN 37210
Chief Operating Officer
Director, Franchise Sales
**Emails follow company format, but have not been verified at the time of publication