Franchise Fast Casual Launch
PR Case Study
OUR WORK | Franchise Launch
Soulman’s Bar-B-Que raised the bar on BBQ over 40 years ago. Soulman’s opened its doors in Pleasant Grove, a suburb of Dallas, on October 19, 1974. Using timeless BBQ techniques and old family recipes (which we still use today), Soulman’s quickly became a popular destination for local residents and a welcomed departure from “run of the mill” Bar-B-Que.
Soulman’s Bar-B-Que offers a large variety of mouthwatering meats including beef, chicken, ham, turkey, pork, sausage, hot links, and the customer favorite, ribs. All of their meats are cooked “low and slow” over hickory wood, just the way it’s always been done. Side items like potato salad, cole slaw, ranch house beans and fresh cut French fries, are all prepared on site with methods and recipes that haven’t changed since we opened.
Growing The Brand One Franchise At A Time
In 2016, Soulman’s Bar-B-Que, entrusted TrizCom PR to help them roll out of the first phase of a national expansion plan for the treasured BBQ concept after the 40-plus-year-old brand experienced significant growth in the 14 owner-operated locations throughout the DFW area. The first phase included a limited number of franchisees within a 100-mile radius of Dallas/Fort Worth area beginning in January 2017.
In May of 2017, Soulman’s opened a pilot franchise at 1567 West Main Street in Lewisville, Texas, in a former Pizza Hut location. The conversion and subsequent operations proved smooth and successful.
TrizCom PR was tasked with promoting the new franchise opportunity in addition to regular brand promotion.
Key Accomplishments
Increased overall earned media impressions by 20 percent year over year
Added 17 percent to the subscriber email list
Increased website traffic by 21 percent
Developed messaging, identified target audiences
Created franchse marketing and communications standard operating procudeures
Established community partnerships and activated hyperlocal community partnerships
Increased media and consumer awareness and visibility in North Texas, while maintaining and protecting the organization’s reputation to drive traffic into the stores
Assisted in promoting limited-time offers with DJ drops, securing photo placements in key publications and influencer campaigns
Promoted new corporate-owned and franchised locations with grand opening events, ribbon cuttings and community activations
Handled crisis communication with messaging, positioning statements and representation to keep issues scaled
Positioned leadership team as experts creating a higher profile for company regionally and nationally to support franchising initiatives
Secured speaking opportunities for thought leadership to raise brand awareness
Pitched unique recipe ideas to key outlets that resulted in creative nontraditional product placements that raised the profile of the brand
Submitted and earned a variety of awards that elevated the company’s brand
Created unique hyperlocal CSR campaigns
Aligned the PR strategy with the company’s marketing/advertising strategies and business goals
Key Media Placements
Men's Journal - The 17 Most Inventive French Fries in America
QSR Magazine - Soulman's Bar-B-Que Unveils Indulgent Boss Hog
North Dallas Gazette - Boss Hog Sandwich Features 4 Different Meats
Restaurant News - Zagat Names Soulman's Soul Bowl One of the Best DFW BBQ Dishes
KLIF - Brett Randle CEO of Soulman's Bar-B-Que Talks Texas Brisket
Associated Press (syndicated) - Business Owners: We Need Policy Specifics
The Daily Meal - Soulman's Bar-B-Que Set to Conquer Taste Buds with Frontier Fries
Focus Daily News - Soulman's Bar-B-Que Experiences Dramatic Growth in 8 Years
Dallas Business Journal - 40 - Year - Old - BBQ Brand to Start Franchising Program
Restaurant Hospitality - Chefs, Owners Reveal Their 2016 Resolutions
QSR Magazine - Texas - Based Soulman’s Bar-B-Que Ramps Up Growth
Parade Magazine - 19 Free Gift Card Offers for Holiday 2015
The Big Pitch Radio - CEO Interview: Brett Randle
Business News Daily - 10 Things to Do Before Opening a Restaurant
Zagat - 13 Must - Try Barbecue Joints in Dallas–Fort Worth
Truckers News - Driving Safe in Texas Can Mean Something Tasty
Business Fleet - Truck Graphics Put Sizzle in Barbecue Business Fleet
Careers in Gear - 10 roadside diners to satisfy your summer cravings
PR Week - Soul Bowl Hits the Spot
David Johnson’s CEO Spotlight - Brett Randle, CEO, Soulman’s Bar-B-Que
Dallas Business Journal - Allen Ribbon Cutting
RCTV - RCTV features Kidd Kraddick Morning Show’s visit to Soulman’s Bar-B-Que
TrizCom Public Relations - Our mission is to create and develop innovative and groundbreaking digital communications campaigns that produce measurable results based on data driven objectives.
