Logan's Roadhouse

SNAPSHOT:

Logan's Roadhouse is a casual dining chain with more than 200 restaurants throughout the US. Billing themselves as "The Real American Roadhouse," they serve up great steaks in a fun, unique atmosphere. Guests kick back, toss their peanut shells on the floor, sing along with the jukebox, and enjoy a wide variety of mouthwatering food. Bolstered by a loyal following that lives up to the brand credo of "Free To Be Me," Logan's owns a net promoter score (NPS) of 50+.

Key Challenge

With recession-squeezed consumers eating out less, grocery stores are seeing a sales boost from an expanding menu of prepared meals. For years, traditional grocery stores have lost ground to restaurants and takeout, as busy people looked for a quick-fix dinner or lunch option. Now those people want bargains as much as convenience. As they seek to stretch their food dollars, they are finding that many supermarkets have been improving their

ready-to-go offerings. The result is that some stores have seen 7 percent to 10 percent growth in sales of prepared items, according to Wade Hanson of Technomic, a Chicago-based food and restaurant industry consulting firm, at the expense of casual dining restaurants.

The Agency Contribution

Rather than battle for declining share among other casual dining restaurants, Adamson helped Logan's take share from the growing grocery store competitive set by introducing a campaign for the Two Full Meals Deal, which offers two complete meals (including two entrees from 12 choices, side dishes, homemade rolls and bottomless buckets of peanuts) for just $13.99. The campaign, entitled "Lose The Bag," suggests that consumers who are unaware that Logan's offers such a great value are in the dark, and dramatizes their blissful ignorance by showing them shopping for groceries with paper bags on their heads. Once they're at Logan's, the bag comes off and they enjoy a delicious meal at an incredible price.

Market Results

The Logan's Roadhouse story has truly been amazing. In a category that has experienced negative same-store-sales performance for several quarters and that voices little optimism for the near future, Adamson has partnered with Logan's to deliver 23 quarters of positive same-store-sales and traffic counts out of the past 25 quarters. By understanding the customer and the marketplace shifts taking place in the casual dining industry, we've been able to keep Logan's growing in an incredibly challenging economic climate.

A 30-second commercial was developed, along with a tongue-in-cheek testimonial from former "bagheads" for a "Lose The Bagâ" microsite created by Adamson.

Logansroadhouse.com
| Website

Losethebag.com
| Website

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Coaster
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