Shoney’s started as a single West Virginia drive-in restaurant, growing to more than 100 nationwide sit-down locations in 70 years. But the top casual dining destination was due for a refresh — that’s where FortyFour came in. Already shorthand for a solid road trip stop and Sunday breakfast tradition alike, FortyFour wanted to push Shoney’s to attract new, younger diners. We went to work refining Shoney’s defining characteristics: a focus on fresh food, fostering community, and family gatherings around the dinner table.
Our team worked closely with Shoney’s to develop a social media approach as exhilarating as its menu. We took a playful, family friendly approach to the brand’s digital voice and tone. Once FortyFour got Shoney’s social media street cred in motion, we shifted gears to revamp the brand’s website. Revitalized with bright, clean design and punchy, clear language, www.shoneys.com now reflects the modern establishment Shoney’s has matured into.
Our work transcends the digital realm. The FortyFour team overhauled Shoney’s menus to give the brick-and-mortar an energizing breath of life. FortyFour also developed a series of billboard options and new to-go coffee mugs so the same revitalized design system diners see at Shoneys.com is experienced in the physical world.
Our efforts combined with Shoney’s dedication to fresh food paid off. In just under three months, Shoney’s Facebook pages got 24.7 million impressions. That equated a 244 percent increase year-over-year.
Shoney’s Valentine’s Day promotional landing page snagged 7,000 unique page views. Our top social post with Shoney’s — celebrating the diner’s annual, trademark Free Hot Fudge Cake Day — reached almost 85,000 people.
All in all, the brand’s social reach climbed a dizzying 467 percent year-over-year in just a few months. And that turned into real world results. For Thanksgiving and Black Friday, two big days for the casual dining brand, sales increased by 5 percent and 6 percent, respectively.