Steak n’ Shake, Long John Silver’s, A&W Root Beer
Dave Roemer has invaluable experience in the world of co-branding. Previously the divisional president within Michigan, Indiana, and Ohio, he oversaw the combinations of brands like Arby’s and TJ Cinnamon’s, Dunkin’ and Baskin Robins, as well as Long John Silver’s paired with a variety of brands – though few did as well as Long John Silver’s combined with A&W Root Beer. In fact, Dave is the former director of franchise for Long John Silver’s and A&W Root Beer.
Dave Roemer on Arby’s and TJ Cinnamon’s
A match made in heaven, this co-brand appeared to be a unique grouping of the day, snack, and morning parts all rolled into a neat package. Arby’s ran the lunch and dinner hours, while TJ Cinnamon’s brought in extra sales in the morning hours and snack parts. Cinnamon rolls were a huge hit, if strategically placed and cared for properly. TJ’s coffee was outstanding if it was regularly brewed and replaced on the hour.
Unfortunately, in locations where TJ’s products fell by the wayside, sales weren’t so great. It was very clear that, for some stores, there needed to be more operator collaboration between the two brands. Proper training and ensuring that everyone could be flexible are imperative when it comes to making two brands work properly together.
Dave Roemer went as far as to say that “things should have happened to accommodate this to fit, but they didn’t.” The host brand (Arby’s in this case) has to understand the importance of integration and overcome any divides that crop up between the two of them.
Long John Silver’s and A&W
For the next brand integration, representation was great – external marketing was cleverly poised; fresh new colors adorned the co-branded location and there was no clear-cut answer as to which brand was “primary”. These locations felt like a true mash-up of everyone’s favorite root beer and fish sandwiches. A clever marketing strategy was used inside the restaurants, too. Drinks were intentionally omitted from the meal combos, in hopes that the customers would choose to purchase an A&W root beer to compliment their meals.
These clever marketing angles drove sales upwards for A&W, while strengthening brand perception for Long John Silver’s through the halo effect. In fact, Long John Silver’s that contained the A&W co-brand did far better than Long John Silver’s in the area without the same co-brand. That’s when you know you’ve found a successful match – and that it’s being done right.
Dave Roemer pointed out that it’s very important to know what your goals are for a co-brand. If you’re aiming for true integration, it’s best to bring an air of flexibility to the table. Both parties will benefit greatly from an equal share of space and marketing – no one wants to be the company tacked-on to an established operation. There must be dedication on both sides of the co-brand in order for this to work. If not, one or the other will fall by the wayside.