Client Successes

Fresh, Local & Sustainable Ingredients / Environmental Activism's Benefit on The Bottom Line

Firm: McGrath/Power Public Relations & Communications -- San Jose
Client: Burgerville
Specialty Area: Marketing PR
Date: 08/21/2006

Create a public relations program that demonstrates how The Holland, Inc.’s Burgerville chain of restaurants’ use of fresh, local and sustainable ingredients benefits the company’s bottom line, while taking on the role of an environmental educator in the Pacific Northwest.

Challenge

  • The Holland inc., parent company to Burgerville restaurants was widely known, but was not directly tied to the initiatives taking place in its restaurants
  • The company had introduced a wide range of environmental initiatives within its business over its nearly 50 year history, but had not clearly articulated how these initiatives fit into their restaurants or how they re-enforced the organization’s overall business plan
  • The Holland, Inc. came under frequent scrutiny from local media in the Pacific Northwest as well as Restaurant trade press for its spend on environmental issues

Approach

  • Use The Holland, Inc.’s environmental awareness and commitment to serving food from local, Pacific Northwest vendors as a differentiator from competition
  • Partner with environmental organizations and charities to reinforce dedication to the local community
  • Creation of an overarching company story that clearly ties The Holland, Inc.’s business goals to its Burgerville restaurants’ visible environmental and community commitment, expressing how initiatives such as composting, use of wind power, and conversion of used cooking oils into bio-diesel impact the company’s bottom line
  • Reinforce both local media relationships and ties to the restaurant trade press to garner targeted coverage
  • Position key stakeholders in the company as experts in environmental and sustainability issues within the food industry, taking a leadership stance on the importance of preserving locally grown food resources

Results

  • Increased visibility for The Holland, Inc.’s Burgerville restaurants in local press ranging from the Oregonian to the Rogue River Press; as well as features in environmental publications such as the Sierra Club’s newsletter and national news services such as the Associated Press. Additional coverage has been received in restaurant publications including Restaurant Business, Chain Leader and QSR with a focus on a “fresh approach” to the restaurant business through fresher ingredients and environmental awareness
  • PR attributed to sales growth of approximately 15 percent within one year, with a focused increase in locally grown, seasonal menu offerings