Johnny Rockets to launch targeted mail campaign

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Restaurant franchise Johnny Rockets will launch a direct mail campaign September 27 targeting employees at businesses near 52 of its locations.

The chain partnered with direct marketing agency Database Marketing Group, which canvassed area businesses to gauge interest in the program.

The franchise, known for its 1950s malt shop-themed restaurants, tested the initiative, called “Please Post Immediately,” in 11 markets during April and May. The program resulted in a customer redemption rate of 24.5%.

If a company employee opts his or her firm into the program, that business will receive a mailer with 16 coupons. The mailers will include offers including "buy one, get one free" and 15% off a purchase.

Johnny Rockets is encouraging businesses to post the coupons on a bulletin board, such as those commonly found in break rooms. The coupons will expire at the end of October.

“It's definitely to increase awareness of not just our brand but also a specific restaurant location,” said Lisa Bass, director of field marketing at Johnny Rockets. “I think sometimes people forget, ‘Oh, there's a Johnny Rockets over there.' So [the goal is] definitely to increase awareness and, of course, to increase sales and repeat traffic.”

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