A Breath of Fresh Air for Bahama Breeze.

We look at less than ideal penetration and share of voice as an opportunity, not a problem. We developed test market plans to launch the lunch daypart for Bahama Breeze in several major markets with precious few advertising dollars. We secured D.J. endorsements on key radio stations and posted select lunch menu items using broad rotator out-of-home locations. In doing so, we created and sustained consumer awareness of the menu, the food and the unique Bahama Breeze brand attributes and immediately drew traffic. The successful test results led to the launch of the lunch daypart for the entire chain.