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Initial Dine4AZ Campaign Results Outperform Expectations
Dine4AZ.com Plays Important Role in Arizona's Economic Development
(Phoenix, AZ) — Dine4AZ was launched by Shamrock Foods on September 10, 2009 as a multi-pronged media campaign to encourage the public to help drive the economy into an upward trend by dining out at one of Arizona's great eating and drinking establishments. Several key aspects of the initiative have out-performed expectations, resulting in a highly effective and successful campaign to date, seven months into the initiative.
Dine4AZ kicked-off with a press conference featuring several dignitaries, including AZ Governor Jan Brewer and rockstar Alice Cooper, who expressed their support of the campaign and its objective to drive Arizona's goal for economic development recovery. Media coverage extended nationally, reaching an estimated value of over $78,000 on launch day alone.
The interactive website associated with the campaign, Dine4AZ.com, has become one of the largest restaurant databases in Arizona, with an average of 13,600 visitors to the site each month. In just 7 months, Dine4AZ.com has comparable traffic numbers to dining pages of popular Valley sites such as AZCentral.com and PhoenixNewTimes.com. With over 9,000 listings, various detailed search options, and hundreds of money saving coupons offering a wide range of deals and offers, Dine4AZ has proved to be a big hit among Arizonans. "Restaurants across the state have been struggling financially and look at every opportunity to increase sales. Dine4AZ has provided a creative way in which to communicate restaurant deals to Arizona diners, a fundamental tenet of marketing that has been extremely well received in both the restaurant and consumer world," states Stephen Chucri, President/CEO of the Arizona Restaurant Association.
A Social Media initiative is also part of the campaign, resulting in much success for this growing new media phenomenon. With over 1,300 followers on Twitter and nearly 1,500 Facebook fans, Dine4AZ has become one of the top food industry Social Media Followings in the State of Arizona. Trivia questions, gift cards, and discounts were integrated into the social media strategy, leading to an interactive forum and a continuous increase in fan base. Chucri adds, "Never before has Arizona's restaurant industry had such a comprehensive dining resource for consumers. It has become one of those programs that we look back and wonder how we ever lived without it." Text messaging of coupon offers will soon be added to the Dine4AZ campaign, as well as Social Media enhancements.
With over seven months into the campaign, several restaurants have seen a dramatic increase in sales, leaving an optimistic outlook on the recovery process. Janie and Bill Riddle, Owners of Valle Luna Mexican Food Restaurants concur: "Our Sunday Valentine's Day was the best in 27 years of business at Valley Luna Mexican Food restaurants. All three locations experienced approximately a 50% increase in sales on the bottom line." Riddle adds, "It proves that customers are looking for good deals and if you develop them they will come. Almost everyone uses the internet in some fashion and being able to go online and print off a discount is the right way to do things these days."
Kevin McNeal, Owner of Corbins Restaurants, is also grateful for the rise in traffic, "It's been nothing but successful for us, it's brought us new customers, it's brought us repeat customers, we see the frequency of our guest visits more often through our coupons with Shamrock Foods and Dine4AZ -and we couldn't be happier!"
According to the AZ Dept. of Revenue, when the Dine4AZ initiative kicked off on Sept. 10, 2009, tax collections for bars and restaurants totaled $33,617,183. This figure was down 6.6% from Sept. 2008, substantiating another reason to launch the campaign and cultivate the restaurant industry.
"Shamrock Foods, being the largest restaurant distributor in the Southwest, felt it was time to initiate a plan to help both consumers and restaurants. The response from eating establishments and customers was phenomenal, exceeding expectations and providing a positive direction for the industry," said Mike Duran, Marketing Manager for Shamrock Foods Company.
As of Dec. 2009, tax collections for restaurants had improved to $36,037,488, which is an increase of 7.2% in just 3 months. Duran views this as an opportunity to shift the current mindset of challenges presented by an ailing economy, "The upswing in consumer confidence is a coup for everyone — in addition to helping restaurant's bottom line, there is a trickle down effect that will boost economic circumstances for all industries across the state."
The future of the Dine4AZ campaign looks promising, with the objective to maintain the website as long as restaurants and consumers are benefiting from it. A recent survey conducted by The NPD Group (an international market research firm) states that eating and drinking establishments that offer deals have a 14% increase in traffic over the previous year, whereas no discounts result in a decline of 8%. There is no cost for restaurants to post specials on Dine4AZ.com, and users are able to sign up to receive promotional email offers at no charge — resulting in a win-win situation for all with anticipation of returning to a rapid-growing state in terms of restaurant development.
Duran concludes, "Shamrock Foods is committed to supporting both its customers and consumers and setting in motion an economic-engine domino effect that will ultimately contribute to nationwide prosperity."
Shamrock Foods is very excited to announce that Dine4az.com will be participating in the Scottsdale Culinary Festival's Great Arizona Picnic this weekend!
This event brings over 37,000 thousand people together to enjoy and sample food from 50+ restaurants, enjoy cooking demonstrations from local and national chefs, dance to rocking music performed by bands on two main stages and for families attending on Sunday, check out the Kids Zone.
Dine4az.com will be at Booth # 5 this weekend spreading the delicious news about Dine4az.com by handing out Dine4az coupon flyers, as well as giving away over $1000 in gift cards from participating Dine4az restaurants.
Please join Dine4az.com this weekend at the Great Arizona Picnic for some fun in the sun!
Event Details |
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| Dates/Times: | Saturday, April 17, from 12:00 - 9:00 PM Sunday, April 18, from 12:00 - 6:00 PM |
| Location: | Scottsdale Civic Center Plaza 7380 E. 2nd St. Scottsdale, AZ 85251 |
For more information, please visit The Great Arizona Picnic.
Shamrock Foods “Dine4AZ” Campaign Highlights Pioneer Restaurant Growth in Arizona
Action and Determination Paves the Way for Success
(Phoenix, AZ) — Shamrock Foods Dine4AZ campaign was recently launched to encourage the public to help stimulate the economy by dining out at one of Arizona’s great restaurants. Arizonans have been taking advantage of the interactive website, Dine4AZ.com, where they can search specific restaurants by zip code, download money saving coupons, and find out more about deals from local restaurants.
According to figures based on National Restaurant Association research and data from federal and state government agencies, almost one in 10 working Americans are restaurant employees and more than one out of four people in this country got their first job in a restaurant. Stephen D. Chucri, President/CEO of the Arizona Restaurant Association concurs: “Arizona has more than a quarter of a million employees in the food service industry, offering everyone from teenagers to the elderly the opportunity for growth and promotion in a unique and fun industry. Dining out and dining often helps to preserve those jobs and create additional opportunities in order that we can grow as a state and as an industry, while providing a tasty service to the community.”
Some of these jobs that are being supported through the campaign have deep seeded roots in Arizona, and further motivate and inspire those struggling through economic downfall. Monti’s La Casa Vieja is the oldest pioneer home in Tempe. Built in 1871, this icon of Arizona history represents a backbone of perseverance and ambition that has permeated over 135 years.
Tempe founder Charles Trumbill Hayden constructed the adobe hacienda that bestowed the name La Casa Vieja, Spanish for “the old house”. It’s the birthplace of Carl Hayden, who the Arizona Republic has named “the most important person in Arizona history.” Leonard F. Monti, Sr., son of an Italian immigrant and 1 of 8 kids, endured a meager upbringing followed by a long haul of diligence. Monti Sr. was a railroad telegraph operator and boxer who served in the Navy during World War II. In 1954, Monti Sr. acquired Casa Vieja by putting a stop to the property being bet on during a card game. Maintaining the cultivation with the name Monti’s La Casa Vieja, Monti Sr. turned part of the landmark into a remarkable steakhouse in 1956. The sweat equity built up marked a milestone in the 1980’s, as Monti’s was named the largest grossing restaurant in the region. Son Michael Monti purchased the business and home in 1997, which provided shelter and income for his whole family.
Today, Monti’s La Casa Vieja is the largest full service restaurant in Arizona and has become the one of a kind benchmark for experiencing pre-statehood Arizona history and top quality All-American food. Owner Michael Monti says this long standing family tradition serves as “an example of how small restaurants can grow and provide for the family by means to better itself.” Monti adds, “I’m in this business by choice, not by necessity.”
Family owned business’ passed down through generations is a solid reminder of restaurants being a strong contributor to the overall economic disposition, whether it is individual or on a larger scale. By dining out at one of Arizona’s exquisite restaurants, you are enriching the new, hard-working restaurateur reaching for success, and the state’s aspiration for an economic upswing. People like Monti Sr. who came from modest means and managed to climb their way up represent a beacon of hope through the dark recession, reminding us that we can all make a difference and achieve a favorable outcome with action and determination.
For more information, please visit www.Dine4AZ.com.
Shamrock Foods Launches “Dine4AZ” Campaign
Public Encouraged to Nourish the Arizona Economy by Dining Out at One of Our State’s Great Restaurants
(Phoenix, AZ) — Today Shamrock Foods launched a statewide public awareness campaign to encourage the public to help stimulate the economy by dining out at one of Arizona’s great restaurants. Titled ”Dine4AZ“ the three month multi-media campaign will drive Arizonans to the interactive Dine4AZ.com website where they can find out more about participating restaurants anywhere in the state of Arizona, download money savings coupons, and find out more about deals from local restaurants.
”I am very pleased to join this campaign to help kick-start our economy,“ said Governor Jan Brewer. ”Dining out at your favorite neighborhood restaurant is a simple and relatively inexpensive way to spend time with your family while supporting your local community. When you dine out at a one of our state’s great restaurants, you set in motion an economic engine-domino effect that helps fuel the entire Arizona economy. We are working hard to lead the Grand Canyon state forward out of this recession and Dine4AZ fits perfectly into our plans.“
According to figures based on National Restaurant Association research and data from federal and state government agencies, almost one in 10 working Americans are restaurant employees and more than one out of four people in this country got their first job in a restaurant. Stephen D. Chucri, President/CEO of the Arizona Restaurant Association concurs: ”Arizona’s restaurant industry helps spur the state economy through job growth, sales tax receipts, and the list goes on Dining in one of our local restaurants is an inexpensive way to treat yourself, while also supporting your local community and stimulating our state economy Arizona has more than a quarter of a million employees in the food service industry, offering everyone from teenagers to the elderly the opportunity for growth and promotion in a unique and fun industry Dining out and dining often helps to preserve those jobs and create additional opportunities in order that we can grow as a state and as an industry, while providing a tasty service to the community.“
Chucri adds, ”Job growth is expected to increase by 21 percent by 2019, which equates to almost 60,000 new jobs for Arizona residents. We’ve been hit hard by unemployment, immigration issues, and rampant foreclosures in our housing market, but with the Dine4AZ initiative, we can all do some simple things to get our economy rolling again. Go out and enjoy one of our fantastic local restaurants — each dollar you spend will generate an additional dollar in sales for other industries in Arizona.“
Norman McClelland, Chairman and CEO of Shamrock Foods Company notes, “As the largest food distributor in the Southwest, Shamrock Foods is committed to reaching out to the community to support our industry and promoting goodwill during our current recession. The Dine4AZ program is really about reaching out to our customers and Arizona’s consumers. Restaurants are the bedrock of our economy, and right now, they need more customers. We felt the situation was a real opportunity to encourage Arizonans to make the connection between eating at a restaurant and stimulating our state’s economy.”
McClelland adds, “There are close to 9,000 eating-and-drinking establishments in Arizona and I am imploring you to whet your appetite today at your favorite local restaurant. There are some great food specials awaiting you. Each additional $l million spent in restaurants and bars in Arizona generates an additional 26 jobs for the state, meaning more sales taxes and more services provided by our government.”
As the Dine4AZ campaign progresses, Shamrock Foods and its many friends and partners, which includes politicians, dignitaries, chefs, and restaurant owners, are committed to making dining out easier than ever — with the aim of nourishing Arizona’s economy. As the National Restaurant Association research concludes: “Arizona is a leading force in nationwide restaurant growth and it continues to be a critical ingredient in the state’s economy, spurring valuable dollars for the tourism, restaurant and hospitality industries.”
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