News

Top 100: Marketing Campaigns – Zoës Goes Running

Zoës Goes Running is number one on our list of the 2014 Fast Casual Top 100 Movers & Shakers: Marketing Campaigns.

January 15, 2015

Zoës Goes Running is number one on our list of the 2014 Fast Casual Top 100 Movers & Shakers: Marketing Campaigns.

Last year, Zoës Kitchen, a Mediterranean fast casual restaurant, sponsored Zoë Romano’s historic 2,000-mile run — not bike — of the Tour de France. She made the trek on foot to draw support for the World Pediatric Project’s mission to give medical care to children in need. With help from Zoës, Romano ran the race on foot over a nine-week period. The concept raised more than $87,000, more than half of the more than $160,000 her run brought to the cause.

Zoës’ customers had the opportunity to support the project’s mission by participating in the “Give $5, Get $5” campaign. For those making a $5 donation to WPP, Zoës Kitchen sent a mobile coupon for $5 off any menu item during the next two-week period.

To get the word out, the chain used table menus with healthy meal options as well as social media. More than 7,000 social fans followed Romano’s story, with the promotion reaching almost 320,000 Facebook followers.