Mont Kiara, 20 February 2013 – Tony Roma’s Malaysia, a well-known global brand here, has successfully ended The Best Ribs Election Showdown campaign. The campaign witnessed three of the brand’s most famous ribs contesting for the coveted title of The Best Ribs In Town in conjunction with Tony Roma’s 40th anniversary.
The Ribs contesting in the campaign were Tony Roma’s Bountiful Beef Ribs, Tony Roma’s Beef Short Ribs and Tony Roma’s Malaysia’s very own Lamb Ribs. All three carry a strong public following and are unique in their own right. Tony Roma’s goal was to create a marketing strategy which rode on public interest in their products and in the process, generate more brand awareness and sales growth.
Noteworthy of mention in the lineup is the Lamb Ribs, a dish created by Tony Roma’s Malaysia to become the first in the history of the franchise to include lamb ribs in its menu. The dish proved to be a major success within just eight months of its introduction when it won Tony Roma’s prestigious Brand Innovation Award.
The Bountiful Beef Ribs - a product with 40 years of history prevailed despite facing tough competition from the other two ‘candidate’ dishes. However, the margin of win was very thin as the Bountiful Beef Ribs was reported to have garnered only three percent more votes than the Lamb Ribs in order to seal its victory. This goes to show that the Lamb Ribs has become a popular dish amongst Malaysian and is comparable to Tony Roma’s flagship dishes.
“Nearly all of our customers mentioned that it was not an easy task to cast their votes as all three ribs were their favorites,” said Dickson Low, Chief Operating Officer of Revenue Valley, sole franchise holder of Tony Roma’s in Malaysia.
The integrated campaign which ran from November 2012 to January 2013, involved a series of public relations activities, social media promotions and media tie-ups. Staying true to the democratic process, the public cast their votes for their favourite ribs through designated ballot boxes at all Tony Roma’s outlets and Tony Roma’s online voting system, which was made available for the convenience of voters.
The brand saw a two fold increase in its Facebook following as a result of hosting weekly lucky draws for those who voted during the election campaign. Weekly winners were announced on the social media site and received food vouchers and a RM 50 cash voucher. The 10 weekly winners were invited back to attend the finale event and participate in a grand lucky dip. Additionally, 10 more lucky voters were also invited to attend the finale. The grand prize winner, Nurlyiana Ridzuan from Kelana Jaya walked away with one year worth of free meals at Tony Roma’s.
To boost public interest in the campaign, the brand conducted a series of food reviews with local dailies, famous bloggers and online food portals, which aided in building brand credibility. Tony Roma’s further leveraged on the publicity by introducing a tie-up with a local Chinese daily which provided its readers special coupons to try out the dishes.
Additional marketing activities included public rallying throughout the campaign period in selected outlets of Tony Roma’s as well as the use of QR codes which directed customers to Tony Roma’s website to view the campaign’s promotional video.
For more information on Tony Roma’s visit http://www.tonyromas.com.my/. You can also connect with Tony Roma’s by liking their Facebook page at http://www.facebook.com/TRMALAYSIA or follow them on twitter at https://twitter.com/TRMALAYSIA1 for more updates on their latest promotion.
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ABOUT TONY ROMA’S
TONY ROMA’S® – BEST RIBS WORLDWIDE
Many restaurants claim to have the best ribs in the land, but only Tony Roma’s® world famous ribs continue to rack up taste awards all over the world. Great ribs put Tony Roma’s® on the map, but our guests enjoy an array of flame grilled favourites, including juicy steaks, signature seafood and tender, grilled chicken.
Our lunch crowds savor our fresh salads, fantastic burgers and one-of –kind BBQ sandwiches. And don’t forget to start off any meals with one of our world famous; made-from-scratch onion loafs. Today there are 200 locations on five continents from Seattle to Miami, Calgary to Caracas and Tokyo to Madrid. Wherever you go, you won’t be far from a world famous award-winning Tony Roma’s® restaurant.
THE TONY ROMA’S® STORY
It all started back in 1972 in North Miami when Tony opened his first place. One weekend Tony threw some Baby Back Ribs on the grill and the rest is history.
Considered the pioneer of Baby Back Ribs, Tony Roma’s® can now be found all over the world. With 200 restaurants in 32 countries, the sensation that Tony started has become a worldwide success story. We have won countless awards over the years for our ribs and signature sauces. We are committed to providing you the best ribs anywhere. Using new rib styles and sauce flavors, our chefs are working hard to make Tony Roma’s® your only choice for ribs.
But the Tony Roma’s® story does not end with ribs. Crispy fresh salads, mouth watering char-grilled steaks, our original BBQ chicken and delicious seafood make up a menu that is sure to please every guest.
Issued on behalf of Tony Romas by:
GO Communications Sdn Bhd
Winx Loo / Leo Selvaraj / Vanessa Tan
Tel : 603 7710 3288 / Fax : 603 7710 3289
Email : winx@gocomm.com.my / leo@gocomm.com.my / vanessa@gocomm.com.my