Challenge

Long admired as a popular, family-owned restaurant chain known for serving fresh, homemade food to its loyal senior guests, MCL Restaurant & Bakery was seeking to attract a new generation of families to this Midwestern dining institution.

Solution

With focus on the affordability of their hot, homemade food, BOTG created the campaign “Make it an MCL Meal for Under $6-$8-$10” showcasing MCL’s complete meal combinations at each pricing level targeting guests with a value-driven message.

The integrated marketing campaign included in store signage, web support and outdoor boards in addition to production of TV spots and a web series featuring Hollywood actor/writer Vic Cohen. The man-on-the-street style interviews promoting the homemade food and value of the offer were an immediate success.

Cohen was also featured in a second TV/web campaign to introduce the new Kids Menu with a Kids Eat Free promotion to drive greater trial among families. Resulting in triple digit increases in guest counts during the promotional period the Kids Eat Free promotion has become a permanent fixture on the MCL promotional calendar.