Doing It First: Inspiralized via Influencer Marketing Partnership

Situation

Seeing an opportunity to capitalize on an emerging trend in healthy food: spiralized vegetables in place of noodles, reducing carb and calorie intake while consuming more vegetables. Discovered a voice that had emerged as the champion of spiralizing, with a New York Times best-selling cookbook launching and small press mentions in many health and lifestyle media channels. Houlihan’s became the first national restaurant to bring spiralized vegetables to its menus.

Action

To drive sales and acquire new customers, formed a brand partnership with the influencer herself, giving her a nationwide platform with Houlihan’s audiences while exposing the restaurant to followers of Inspiralized seeking healthier, veg-centered food options.

Result

Saw a 9% increase in new guest traffic over prior 6 month trend, as measured via tokenized credit card data, and two of the three inspiralized menu items became the top two selling menu items systemwide, moving to the ‘core’ menu post-promotion.