Royal Meats Barbeque is the first restaurant of its kind in the Greater Toronto Area. From the LCD menus to the chilled meat selection and out-in-the-open kitchen, this upscale fast food restaurant offers a unique dining experience with a Balkan-inspired menu. Being the first of it’s kind, the restaurant’s menu selection was at times foreign for North American consumers as the Balkan-inspired selection was fairly unknown. As the restaurant company started shifting focus on expansion into franchises, it became necessary to expand their customer base and begin marketing and familiarizing the common consumer on the unique cuisine and dining experience the restaurant offers.
In an effort to help spread the appeal of the Balkan-inspired cuisine and dining experience, Cordon Media was approached to initiate a marketing campaign that would help build an online presence for the company in the form of a Flash Microsite. The ultimate goal from the marketing standpoint was to collect as much new user information as possible in an effort to help educate and familiarize participants with the unique product. Royal Meat Products is a fine meat production company. Being the parent company to Royal Meats Barbeque meant that most of the ingredients used in the restaurant menu were supplied and produced by the same company, therefore maintaining a high level of quality throughout the menu. It was determined that the 2 key messages the campaign should focus on were; the ingredients, and the experience. To illustrate the ingredients used in their products, a virtual journey through the ‘Royal Acres’ was created to promote the idea of a fresh, high quality product to the user. The second half of the presentation was focused on the contest and game. This portion of the presentation addressed the clients concern about potential users not understanding the unique setup and dining experience of the restaurant. To address this issue, the game took place in a virtual restaurant mimicking the unique selling points of the actual location to help bring the user closer to the dining experience one would enjoy at a Royal Meats Barbeque. Essentially, we brought the restaurant to them in a fun and engaging way.
The Royal Meats Challenge was the first annual contest consisting of an online interactive game where Ontario Residents can participate over a span of two months for a chance to win The Royal Burger free for one year. The Royal Meats Challenge was an online journey that further establishes the authenticity and uniqueness of the Royal Meats brand through a rich online experience lead by Sarah, the virtual tour guide. The Challenge is the gaming part of the microsite where users race against the clock to put together 6 random orders in the quickest time possible without making any mistakes. After two months of province-wide participation, the 5 fastest participants will be awarded the prize of; ‘Free Royal Burgers for one year’ from Royal Meats Barbeque.
In collaboration with Toronto.com, Cordon Media released an online marketing campaign complete with advertising material, POP, and an online contest called “The Royal Meats Challenge”. A visually stunning storytelling piece, the campaign gave users the authentic Royal Meats Experience. Since the initial launch of the campaign, the contest generated thousands of detailed entries open to marketing opportunities for the client. As a result, the online campaign made a very important first step in reaching out to new customers in their preparation for the company’s franchise expansion.