CASE STUDY: SKEETER'S GRILL

The Situation

Skeeter's opened their first location in 1990 in an upscale neighborhood, serving burgers cooked over an open mesquite fire. The menu was expanded to include salads and several Mexican items. We were awarded the account in late 1998. At that time Skeeter's had four locations.

Research Results

MediaMax indicated that customers loved seeing the open fire, appreciated the quality of the food, enjoyed the open friendly atmosphere, and liked the fact that Skeeter's was kid friendly. It was not thought of as a fast food restaurant.

The Plan

The president of the company, Mr. Gary Adair, provided the personality of the restaurant. He is open, friendly and gregarious. Radio spots were produced with radio station personalities interviewing Mr. Adair, asking about the history of the restaurant, the menu, etc. In the spots, Mr. Adair is referred to as The Mesquite King of Houston, Mr. Mesquite and so on, to drive home the point that everything is cooked over real mesquite and that Skeeter's is a local restuarant, not a chain per se.

The Results

Sales increased at the existing locations by 48% the first year. After 18 months, Skeeter's has seven locations and plans for further expansion. Overall sales increases are around 35%!