Maximizing a Milestone
Moment for PrimoHoagies
opportunity
A franchise business that started with one location in south Philadelphia in 1992, PrimoHoagies was preparing to open its 100th location, a milestone moment for the brand and one that we wanted to leverage to both drive traffic in existing markets and to set the stage for expansion into new ones.
approach
Our strategy was three-fold, including: a media and community event to cut the ribbon on the 100th location, a thank you event for employees and first responders at Primo’s corporate headquarters, and targeted storytelling with franchise and QSR trades focused on leadership’s plans to expand to new markets across the country.
results
Coverage coinciding with the brand’s milestone moment saturated the Pennsylvania-New Jersey region with 11 TV segments where PrimoHoagies has 75+ locations and extended nationally with trade coverage from notable publications such as Fast Casual, Franchising.com, and QSR Magazine. Over 50 million earned impressions helped to position PrimoHoagies as a beloved hometown favorite poised for nationwide success.
