Eat'n Park is a family friendly neighborhood restaurant chain with 75 restaurants in Pennsylvania, Ohio and West Virginia. In 2004, Eat'n Park installed authentic espresso machines from Switzerland in all of their restaurants and began serving fresh, made-to-order lattes, cappuccino, iced coffees, and dreamy espresso milkshakes.

Eat'n Park came to Harmelin with a marketing challenge: how to brand a new message and product while delivering strong retail returns. Adding to this challenge was a modest budget and the need to reach their eight marketing areas.

To be successful, the advertising would need to get current Eat'n Park guests to think of their favorite neighborhood restaurant in a new light while attracting potential new guests to sample Eat'n Park new espresso offerings.

Harmelin and Eat'n Park agreed that the solution would be found in having the media itself brand the product, with media selections communicating not only to the target audience, but, in a sense, defining the product for the audience.

Eat'n Park advertising was traditionally designed to create an immediate return. Like a dinner bell, broadcast media placements would run to announce meal times and meal features, with out-of-home supplementing these efforts through directional advertising. Print advertising would reinforce these offers through free standing inserts throughout the market areas.

For this campaign, Eat'n Park messages were carried across PBS radio stations to attract potential new guests, in addition to their traditional radio stations, and added outdoor into neighborhood settings in addition to the major traffic arteries. Messages featured six new offerings, both establishing the brand and creating an immediate return.

The results could be seen immediately. The four-week campaign resulted in a successful launch and double digit increases in business to Eat'n Park.

Harmelin Media helped Eat'n Park perk up profits by delivering a retail return on investment while establishing a new brand extension. To see what we can do for you, email us today.