Witty, edgy social media campaign reinforces Legendary brand’s Irish heritage
Bennigan’s, the Legendary neighborhood pub known for its signature “Irish Hospitality” and a determination to make “Every Day St. Paddy’s Day,” announced today the launch of the most ambitious St. Patrick’s Day promotions in its 37-year history.
“St. Paddy’s Day is the most exciting day of the year for Bennigan’s, and we’ve been planning a series of huge events for March since our celebrations last year,” said Paul Mangiamele, President and CEO. “In concert with our franchisees and partnering with Champion Management, we’re rolling out several one-of-a-kind promotions, both in our restaurants and on our social media sites, which will give us the perfect opportunity to put our full array of Irish hospitality on display.”
The iconic restaurant chain that is revolutionizing the casual dining experience is going all out to remind guests that St. Paddy’s Day is Bennigan’s, and Bennigan’s is St. Paddy’s Day. On March 1st, the brand launched its month-long “Honor the Irish” campaign on Facebook, Instagram and Twitter and brought the online fun into its restaurants with special Irish-themed food and drink menus, server attire and décor.
“There’s no more important time of year for Bennigan’s than St. Paddy’s Day, so we were determined to create something truly fun and memorable to reinforce the re-emergence of our brand both domestically and globally,” said Jennifer Gamble, Vice President of Marketing at Bennigan’s Franchising Company, LLC. “Our ‘Honor the Irish’ campaign is just the latest way we’re creating Legendary experiences for every guest, every meal, every day and helping our franchise partners achieve exceptional results. One very lucky guest will even win a free trip to Ireland. Now that’s LEGENDARY!”
“We think our guests will get a kick out of the humorous characters we’ve created to celebrate St. Paddy’s Day, like Amanda McOutwith and Petey O’Dukesup or, my favorite, Git McDanceon,” said Nikki Tichansky, Bennigan’s Brand Manager. “These are just some of the familiar characters you’ll find tipping back a pint at your neighborhood Bennigan’s on any given night.”
With a wink and a nod, the social media campaign pokes fun at the Irish in each of us by encouraging guests to award “Badges O’Honor” to friends that exemplify such “unfiltered” personalities as Pat Stout, who’s “always the first to catch some zzz’s after throwing a few back at Bennigan’s;” or Shay S. O’Dramatic, who “can unleash the tears at the slightest provocation.”
Guests will also be encouraged to take photos with friends at Bennigan’s and to post them on Instagram and/or Twitter (using the hashtag #HonorTheIrish). These “Irish O’Gram” photos can be viewed at a special microsite, www.HonorTheIrish.com. Daily prizewinners will be selected randomly to receive a $25 Bennigan’s gift card. In addition, guests can enter to win a free, expenses-paid dream vacation for two to Ireland.
Now nearly a 100-unit company, Bennigan’s experienced extensive domestic and international expansion in 2012, ending the year with three openings in December alone. Bennigan’s Franchising Company plans to continue its growth momentum and has agreements to develop more than 30 new restaurants in the next few years in New Jersey, Virginia, Texas, Arkansas, Minnesota, Florida, Tennessee and Michigan, and international openings slated for Dubai, Mexico, Central America, Cyprus and Korea at US Army Base, Camp Humphreys.
Bennigan’s is a high-energy neighborhood restaurant and tavern that is redefining casual dining. With chef-driven food, innovative drinks and warm, friendly Irish Hospitality, this Legendary brand delivers memorable dining experiences to every guest, every meal, every day. Every member of the team “bleeds green,” and demonstrates a 25/8 focus to support its franchise community. The company’s revolutionary comeback has introduced a new generation of Bennigan’s that reflects the brand’s history and pays respect to its rich heritage. Bennigan’s focus on reinvention, flexible prototypes, innovative food, legendary service and other sales-generating initiatives has resulted in explosive growth both domestically and internationally. For more information, visit www.bennigans.com or call 855-GOT-BENN.