19 Mar Clutch City Cluckers Grand Opening Case Study
About Clutch City Cluckers
Clutch City Cluckers, located near the Galleria Mall in Houston, was looking to rustle some feathers in the chicken sandwich arena with their new food truck serving up that Nashville Hot Chicken. Owner Ahmad Kilani, a native of Irbid, Jordan, immigrated to the United States in 2015 to continue his education and obtain a masters degree. While attending school as a full time student, Kilani also worked at Abu Omar Halal, Houston’s first Halal Food Truck. It is here that Kilani began to shape his vision and career in the food industry and the idea for Clutch City Cluckers was born.
Clutch City Cluckers
5550 Val Verde St.
Houston, TX 77056
(281) 766-5656
https://www.clutchcitycluckers.com
Facebook, Instagram, Twitter
Project
Clutch City Cluckers connected with Embark Marketing through Embark’s existing relationship with Abu Omar Halal of which the agency provides full service marketing for their 20+ food trucks & storefronts across the United States. Kalini, co-owner of several Abu Omar Halal locations, was preparing for the Grand Opening of Clutch City Cluckers, and looked to Embark Marketing to generate buzz and brand awareness in the Houston area.
Embark Marketing recommended an aggressive social media & public relations campaign to get the job done right!
Social Media Marketing Campaign
Upon developing a social media marketing strategy, Embark Marketing encouraged Clutch City Cluckers to develop high quality photography & videography content so that the agency could implement a cohesive & engaging strategy with the content. Recommendations for content direction was provided so that the client could develop engaging content for social use.
Digital Content:
Targeted Ads
Using the content provided by Clutch City Cluckers, Embark Marketing was able to implement an aggressive social media advertising strategy which consisted of targeted ads to the Houston community via Facebook, Instagram & TikTok. These ads focused on video views, local reach, page likes/follows, and post engagement.
Public Relations Campaign
Traditional Press:
Embark Marketing utilized a regional public relations approach to help promote and create an aware audience for Clutch City Cluckers.
The result was achieved press in Culture Map & Houston Press, and other publications in addition to airtime on KPRC2 / Click2Houston.
Digital Influencers:
In addition to traditional media, Embark Marketing engaged with digital influencers to promote the Grand Opening to their audience.
These influencers, many with followers ranging from 5k to 160k were invited to an exclusive preview in which they had the opportunity to try the food before the general public & post their experience for all of their followers to see.
This preview built additional buzz for the Grand Opening as most influencers showcased the brand multiple times on their Instagram Story and on the main feed as seen below.
Results
Kalini’s focus was a social media heavy campaign, with emphasis on building an audience on Instagram, Facebook, and TikTok. With this in mind Embark Marketing developed a strategy to build and maintain brand awareness for the Grand Opening and beyond.
Facebook:
From January 13th to February 21st, page likes accumulated to 3,291.
What does this mean? Increasing likes on a Facebook page helps with overall marketing by being able to expose your content to a targeted audience. It validates that the posts are being seen, it shows loyalty to the business, and it can show the improvement of the business.
Charts: This chart illustrates the growth of the Facebook account.
Instagram:
From January 11th to February 21st, followers grew to 3,438.
What does this mean? Increasing followers on a Instagram helps with overall marketing by being able to expose your content to a targeted audience. It validates that the posts are being seen, it shows loyalty to the business, and it can show the improvement of the business.
Charts: This chart illustrates the growth of the Instagram account.
Sales Results:
As a result of the social media and public relations campaign, Clutch City Cluckers had an incredible turn out for their Grand Opening weekend. The restaurant was consistently busy, resulting in nearly 30K in gross sales.