Happi House Restaurants Use Radio To Launch Text Message Marketing Promotion
Happi House Restaurants Marketing Director, Kevyn Johnston, announced the company’s commencement of a new Text Messaging advertising campaign, which furthers the chains effort to broaden its marketing towards the “Generation Y” group.
The campaign, which is part of the company’s overall “Where East Meets Fresh,” marketing campaign, is airing on at least two San Jose based radio stations skewing towards the 18-29 year old demographic. “We are actively engaged in targeting the next generation of Happi House Guests and we want to reach them on their turf; of course that includes Text Messaging” said Johnston. First opened in 1976, Happi House California Style Teriyaki restaurants have enjoyed an extremely loyal following, however the company’s plans for franchising and expansion has the chain directing a good deal of its marketing efforts towards introducing a new group of younger consumers to the brand.
Bay Area radio listeners who text the letters “H A P P I” when cued will receive a text message for a free Happi Wrap, the company’s popular tempura chicken snack wrap. “The [text messaging] campaign started earlier this month and we’ve been very pleased with the results so far,” said Johnston, “we are seeing younger people coming in to try a Happi Wrap, which is a great little taste of Happi House. And we’ve always believed that once someone experiences Happi House’s great taste they will be back; I think we are seeing this here.” Johnston says that despite current economic conditions the chain continues to enjoy increased system-wide sales over last year.
Hundreds of announcements on Bay Area radio stations Channel 104.9 & KFOX have been purchased to promote the text messaging promotion throughout the summer months. The chain will also be airing a series of new radio spots and has implemented a targeted e-mail marketing campaign, both intended to gain a foothold with the ‘Generation Y’ audience.
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