Houlihan's Case Study

Consumer Publicity Success Story:  Houlihan’s Restaurants

Assignment:
In February 2009, Houlihan’s Restaurants, Inc. asked Fishman Public Relations to raise awareness for a promotion called “Dowwie Wowwie,” which rewarded diners depending on the outcome of the Dow Jones Industrial Average for that day. If the Dow finished “up,”,consumers received free Italian Donuts for dessert; if the Dow finished “down,” diners were given a certificate for a free appetizer to use on their next visit. The promotion ran from February 9 to February 27, 2009.

Results:
Within three weeks, we generated more than 2.5 million print impressions, the online coverage added up to 15 million visitors per month, and we reached national and regional television audiences through Fox Business Network and KMBC-TV in Kansas City. The secured press coverage led to a successful promotion for Houlihan’s. A franchise even considered continuing the promotion through March due to its overall success and increase in evening diners.

Below are examples of free publicity that we generated, along with brief copy excerpts from each one:

Placements:
 
Deal Seeking Mom.com (Online)
 
“…yes, that’s right – more free food. Houlihan’s is running the very fun “Dowwie Wowwie” promotion…”

Chicago MetroMix.com (Online)
 
“…keep your eye on the stock market. If the Dow is up receive complimentary Italian donuts with dipping sauce…”

Indianapolis Star (Online and Print)
 
“…if the plunging Dow has you down, check out the “Dowwie Wowwie” special at Indianapolis-area Houlihan’s…”

Sauce Magazine.com (Online)
 
“…lately, any mention of the stock market is all about doom and gloom. But this month, Houlihan’s restaurants in St. Louis launched Dowwie Wowwie, a fun little promotion tied to the Dow Jones…”

Beep (Print)
 
“…Houlihan's in several suburbs is running a special "Dowwie Wowwie" promotion through Friday, Feb. 27, which gets you free Italian doughnuts if the Dow goes up or, if it goes down, a certificate for a free appetizer with entree on your next visit…”

Toasted Rav.com (Online)
 
“…the restaurant has dubbed their stock market promotion “Dowwie Wowwie” and they see it as a way to tap into what is on everyone’s mind – the economy…”

KMBC.com (Online & Television)
 
“…one company seems to be making light of the situation and offering a new promotion that caught my eye. Leawood-based Houlihan’s restaurant has a new promotion called “Dowwie Wowwie” (ha, ha, like the Dow Jones…get it?)…”

Fox Business Network (Television & Online)
 
“…get rewarded even if the market went down, particularly the Dow. Well you can at Houlihan’s with their new promotion that kicks off today. For more I’m joined by the CEO of Houlihan’s Bob Hartnett…”

Scott Joseph’s Orlando Restaurant Guide Blog (Online)
 
“…Houlihan’s Orlando restaurants are offering a special of free food based on the closing average of the day’s Dow Jones Industrial Average…”

Orlando Sentinel.com (Online)
 
“…Orlando area Houlihan’s are running a promotion called the “Dowwie Wowwie”. Diners will receive one of two offers based on the outcome of the Dow Jones Industrial Average for the day…”

Chicago Examiner.com (Online)
 
“…whether the Dow is up or down, your serotonin levels will get a boost at Houlihan’s via the “Dowwie Wowwie” promotion running from February 9 through February 27…”

Philadelphia Inquirer (Online & Print)
 
“…Houlihan’s restaurants (locally in Bala Cynwyd, North Wales, Exton and Warrington) are doing a weeknight promo in February called “Dowwie Wowwie,” Starting Monday…”

Chester County Mom’s Blog (Online)
 
“…so you can either celebrate with free donuts or commiserate with a free appetizer but regardless of the rise or fall of the Dow, you are a winner at Houlihan’s…”

San Antonio Express-News (Online & Print)
 
“…no one seems to be having much fun with the stock market these days, except Houlihan's. Its Dowwie Wowwie promotion runs through Feb. 27…”

210SA (Print)
 
“…San Antonio Houlihan’s are offering clients a more literal and delicious way to react to the DOW rollercoaster. Starting today through Feb. 27…”

The Daily Herald (Online & Print)
 
“…Houlihan's chain, which has several suburban locations, is starting a "Dowwie Wowwie" promotion Monday, Feb. 9. After 4 p.m. on weekdays, customers can receive special deals depending on how the Dow Jones industrial average did that day…”

Atlanta Restaurant Blog (Online)
 
“…their February special is related to the stock market closings. But it’s win-win for you. If the Dow is up you get free donuts. If it is down you get a free appetizer…”

South Bend Tribune (Online & Print)
 
“…if the Dow is up, you may want to consider Houlihan’s for dinner. The Mishawaka restaurant is starting a new promotion called “Dowwie Wowwie” Feb. 9 tied to the day’s stock market results…”

BrandFreak.com (Online)
 
“…the bad news? Your once-thriving stock portfolio is now worth less than a loan co-sign from Bernie Madoff. The good news? Free 'shrooms! Casual dining chain Houlihan's is launching a "Dowwie Wowwie" promotion on Feb. 9…”

Orlando Weekly.com (Online)
 
“…Houlihan’s, the chain resto-bar beloved of our own Billy Manes, has just announced a promotion called Dowwie Wowwie…”

Ledger-Enquirer.com (Online)
 
“…worried about the economy? Diners at Houlihan's in the Columbus Marriott, 800 Front Ave, can take advantage of "Dowwie Wowwie" from Feb. 9-27. Customers at Houlihan's, after 4 p.m. Monday-Friday, will get one of two offers based on the outcome of the Dow Jones Industrial Average for the day…”

Atlanta Journal-Constitution.com (Online)
 
“…Houlihan’s in east Cobb is running a Dow-themed promotion from Feb. 9-27. On days when the market’s up, each table receives an order of Italian donuts with dipping sauce…”

Kansas City.com (Online)
 
“…Houlihan's customers might be taking even more interest in the stock market than others. If the Dow closes higher for the day, after 4 p.m. each table will get a free order of Italian donuts…”

Times Union.com (Online)
 
“…the local Houlihan’s restaurant, at Crossgates Mall in Guilderland, next week is launching a promotion called Dowwie Wowwie! If the Dow is up, each table dining will receive an order of Italian donuts with dipping sauce…”