Penman PR Case Study - Freebirds World Burrito

Drive business, increase valuation and position for acquisition

Freebirds World Burrito

Business Objectives

Freebirds World Burrito, a Texas fresh fast casual chain restaurant known for its Monster burritos, had two distinct business objectives: attract new and retain existing customer for all their locations; and become acquired.

Freebirds faced competitors in the quick serve and fast casual marketplace that offered similar products, mostly owned by large organizations or franchises with large marketing budgets. Additionally, Freebirds was not on the radar of investment groups.

The Campaign

To counter the competition and grow its customer base, Penman developed a consumer-focused campaign designed to increase visibility with focus on regional newspapers, magazines and TV news programs. To position the company for acquisition, we communicated management expertise and organizational viability through trade magazines, such as Nation’s Restaurant News, Restaurants & Institutions, Chain Leader, and many others.

The Results

The Freebirds public relations campaign directly impacted the company’s bottom-line by increasing store visits and purchases. The company grew from nine to 19 locations, and each addition to the chain achieved high media visibility and lines of customers out the doors. In addition to the launch of several new restaurants and a substantial increase to its customer base, Freebirds World Burrito was acquired by Tavistock Restaurants, a division of Tavistock Group.

“We are extremely grateful for our relationship

with Penman PR.

They worked with us to define our strategy and then formulate tactics for successful execution.

We have received exemplary representation. Through our engagement with Penman PR,

we found a trusted advisor, a friend and a true business partner who continually displays great enthusiasm for the journey.”