Lone Star is one of New Zealand’s longest standing and most loved restaurant brands with 28 (and counting) locations up and down the country. We worked together with Lone Star to increase sales and traffic at a quiet time of year. Lone Star are famous for their ribs so we used this as a source of influence and developed a promotion that not only highlighted the dish, but the Lone Star brand overall. The prize was a trip for two to Houston, Texas, undoubtedly a place also famous for their ribs. Part of the promotion also saw a limited-time menu addition of ribs as a side dish, with a view to increasing ribs sales and giving diners more opportunities to enter the prize draw.
Going beyond a consumer facing promotion, we also worked together with Lone Star to adapt the promotion’s brand to incentivise wait staff to drive sales and encourage guests to Sling it Texas Style.