Fazoli's breadsticks hit the road

June 25, 2012 | by Valerie Killifer

Food trucks have become a great brand extension for restaurant chains and chefs looking to extend market reach. And restaurant chains continue to capitalize on the mobility of food trucks in regard to increasing brand awareness.

Fazoli's is no exception. This week, the Lexington, Ky.-based company launched its Fazoli's Breadstick Tour in partnership with Feed the Children, a non-profit relief organization dedicated to ending childhood hunger. Rather than launch a full-blown food truck, the company chose to highlight its breadstick.

"Food truck capacity today is wonderful but we know everyone loves Fazoli's breadsticks. So in lieu of cooking food on-site we chose to give everyone a little taste of the Fazoli's they love while providing a coupon to bring them in for more," said Stacy Hettich, the company's brand director. "Offering some of our entrees would have been possible just more challenging to support." 

The truck will stop in 15 key Fazoli's markets, based on geographic location, the number of Fazoli's locations within the market, overall sales volume in the market, and operations support. Fans of Fazoli's also can follow the food truck on the company’s Facebook page. Breadstick Ambassadors, who will be driving the food truck, will also tweet and post pictures on Facebook. 

The desired outcome of the tour is to raise awareness of the new Fazoli's experience, encourage trial of Fazoli's and increase donations to Feed the Children.  

"Our brand has always been committed to supporting our local communities and this was a great fit for us," Hettich said.

In each city along the route, volunteers from Feed the Children will hand out breadsticks and flyers in downtown areas, neighborhood parks, and at local events.  The goal is to encourage people to make a donation to Feed the Children by stopping at a participating Fazoli’s restaurant.  In return, Fazoli’s will provide them with a coupon for $5 off any Family Meal purchase.

After the kickoff in Lexington, the Fazoli’s Breadstick Tour will head to Dayton, Ohio.  The tour will then go to Indianapolis; Evansville, Ind., and Paducah, Ky.; Kansas City, Mo., St. Louis; Colorado Springs, Colo., Denver; Lincoln and Omaha, Neb.; Des Moines, Iowa; Madison, Wis.; and Green Bay, Wis. It will finish Aug. 14 in South Bend, Ind.

Read more about marketing, branding and promotions.

Topics: Business Strategy and Profitability , Customer Service / Experience , Italian/Pizza , Marketing / Branding / Promotion

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