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CaliBurger launches techy in-store experience

November 5, 2013

CaliBurger has fully launched the "Premium Cali Eco-system" in its company-owned and franchised restaurants, according to a company press release. This type of in-store and online branding is on the cutting edge of content marketing, said John Miller, chairman of Caliburger.

Not only does the Premium Cali Eco-system offer consumers an increased sense of brand loyalty, but will also offer each of the brand's franchisees additional revenue streams as well as fully implemented and packaged local store marketing tactics, Miller said. Premium Cali also allows growing California artists and brands a channel to attract international audiences and establish "use" of their registered trademarks in global markets.

"Our goal is to emulate the innovators in the industry like Starbucks, the early adopter of incorporating music and retail into their store's environment. Finally, Premium Cali serves as a platform for growing American brands to have direct access to international audiences," he said.

The Premium Cali Eco-System comprises six elements, said Miller:

Premium Cali Video Walls. Each Caliburger retail location has large "Video Walls" that are a dominating feature of the CaliBurger experience. The Video Walls display Premium Cali TV, which is a TV program featuring stories about the hottest musicians, artists, fashion brands, and lifestyle brands in both California and local markets. The content includes interviews, music videos, action footage, and some dramatic explorations of the personalities behind the latest cultural trends.

Premium Cali Radio. The background music in CaliBurger restaurants consists of songs from Premium Cali musicians. These musicians are emerging stars from both Los Angeles and local cities where CaliBurger restaurants are located.

Premium Cali In-Store Materials. Each month different stickers are placed on the tables featuring a different Premium Cali person or brand. QR Codes on the stickers allow CaliBurger customers to use their smartphones to immediately download Premium Cali music, purchase Premium Cali special product offerings, participate in Premium Cali contests, or register for upcoming local Premium Cali events.

Premium Cali E-Commerce System. Specific product offerings related to Premium Cali people and brands are available for purchase at premiumcali.com.

Premium Cali Local Social Events. Each restaurant has periodic, local events related to Premium Cali content. For example, Premium Cali artist Caroline Campbell performed at Caliburger restaurants throughout China in her last professional tour.

Premium Cali Smartphone App. In 2014, CaliBurger will launch a Premium Cali Smartphone App that allows customers to earn points toward free meals, buy meals for their friends, download and purchase Premium Cali content and products, nominate and vote on potential Premium Cali artists and brands, and order takeout or delivery from nearby CaliBurger restaurants.

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