Introduce the PDQ concept to Austin and Houston

PDQ Logo

Client: PDQ

Client Description: PDQ, which stands for People Dedicated to Quality, is a fast-casual restaurant that specializes in fresh food fast. Known throughout the Southeast for their hand-breaded chicken tenders, PDQ also produces delicious made-to-order salads, sandwiches, fresh hand-cut fries and hand-spun milkshakes. No freezers or microwaves can be found in any of the restaurants, and only the finest quality ingredients are used. PDQ has over 44 restaurants located in seven states and is continuing to grow.

Brief: The PR Boutique was retained to develop and implement a strategic public relations campaign to accomplish the following:

  1.  Introduce the PDQ concept to Austin and Houston
  2. Grow PDQ brand awareness
  3. Generate PDQ buzz through media relations, social marketing, event marketing and community involvement
  4. Drive traffic to PDQ through the grand opening and targeted events throughout 2015
  5. Communicate PDQ news and events to the public

The PR Boutique opened PDQ’s first Central Texas location in Austin in November 2014 and the second Austin location in February 2015. Virtually unknown in the Texas market, we utilized media relations, social marketing, community outreach, event marketing and key sponsorships to quickly established PDQ in Austin and Houston. The PR Boutique immediately aligned PDQ with local organizations and non-profits, such as the Cedar Park Young Life, Cedar Park Public Library and Heroes Night Out, to introduce the new fast-casual restaurant concept to their members and the public by offering food drops and food donations for local events. Secondly, we worked closely with food bloggers by offering “sneak peak tours” of the restaurant along with gift cards to be used as a giveaway on their blog postings and social media outlets to continue to reach and introduce PDQ’s target audience to the restaurant.

After great success in the Austin market, PDQ retained The PR Boutique to roll out five PDQ stores in the Houston area and with additional locations slated for Austin in 2016. Currently, we are in the process of opening the fourth of five stores in Houston. To keep PDQ top of mind among Austin and Houston media and the local communities, The PR Boutique invited critical journalists into each restaurant for special media tastings; coordinated food drops to key publications and broadcast stations, and developed promotions, giveaways, and events among prominent food bloggers. The PR Boutique planned and managed social networking for PDQ Austin and Houston. The PR Boutique has generated a buzz surrounding the opening of PDQ in Austin and Houston by establishing an active Facebook organic and paid presence. PDQ South Texas did not have a social media presence before being retained. The PR Boutique has implemented creative promotions, ongoing multiple posts per week for each restaurant and advertising campaigns to continue to broaden the audience of the restaurants. We created strategic community-driven partnerships and aligned PDQ with local and regional influencers and organizations to continue to drive traffic to Texas’s newest fast casual restaurant. Lastly, we provided recommendations and support for advertising to introduce the Austin and Houston communities to PDQ further.

Results: The PR Boutique successfully connected PDQ with local businesses and organizations as well as obtained excellent media coverage in Austin and Houston. Following are the partnerships maintained with local businesses and agencies as well as the media placements received and blogger relationships.

Partnerships with Local Businesses and Organizations

Media

Bloggers and Social Media