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Louise's
Louise's
Situation: Louise’s is a single-unit start-up soul food restaurant in Atlanta operating out of a refurbished fast food restaurant with no budget for advertising. Louise’s wanted to drive traffic into their restaurant and make consumers aware of the value-driven, made-from-scratch meals and friendly service their restaurant offered in an area of town inundated with dozens of other dining establishments.
Solution: Quantified Marketing Group was hired to create a public relations campaign that would distinguish Louise’s from other dining establishments by focusing on the restaurant’s modest roots. Louise’s may lack ambience and originality, but makes up for it with a compelling entrepreneurial story. Owner Louise Holmes, a mother of nine who always enjoyed cooking traditional soul food dishes for her family and friends, dreamed of doing the same in her own restaurant. At age 63, she serves as the restaurant’s only chef preparing meals for customers the way she would for her own relatives – made from scratch and served with a smile.
Result: The media relations strategy has earned Louise’s substantial coverage on Atlanta’s major news stations, including Good Day Atlanta and 11 Alive News, as well as several local lifestyle magazines such as Atlanta Woman, Catalyst and Atlanta Goodlife. AARP Magazine’s July/August 2006 issue also featured owner Louise Holmes in a story highlighting inspiring senior citizens. The media attention Louise’s has received has lured new guests into the restaurant and helped establish a base of repeat customers for a fraction of the price that consistent advertising would have cost.
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