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The Case

When New Orleans based casual dining group Al Copeland’s Family Restaurant needed to aggressively combat the recession-fuelled reluctance to eat out and rapidly declining sales in their two main restaurant concepts – Copeland’s of New Orleans and Copeland’s Cheesecake Bistro – they turned to Munroe Creative Partners for their strategic thinking and creative expertise.

Our Approach

Working closely with our client, MCP gathered intelligence about consumer behaviors and perceived obstacles during this challenging economic time. MCP understood that while customers respond to discounted promotions, continued discounting is unsustainable both operationally and from a brand preservation standpoint. In order to preserve the brand, MCP created a ‘feel good’ campaign that speaks directly to the emotional motivators of casual diners and serves as an umbrella vehicle for stable and distressed marketing promotions.

The Result

Copeland’s Cheesecake Bistro launched ‘Savor Life’s Sweetest Moments’ in their Baton Rouge market and enjoyed a significant increase in entrée and dessert sales. Copeland’s of New Orleans will launch ‘Start a New Tradition’ in their New Orleans market in October and are anticipating record results.