HAPPI HOUSE RESTAURANTS FIGHTS FAST FOOD FATIGUE
San Jose, CA, September 14, 2009 – Happi House Restaurants announced today that it is unveiling a new advertising campaign to highlight the brand’s unique menu and flavor profile. The campaign, called “Fighting Fast Food Fatigue,” employs humor in the style of not-so-serious Public Service Announcements to draw a distinction between Happi House’s variety of Asian inspired menu items and everyday fast-food options such as burgers, fries, and sandwiches.
Kevyn Johnston, Director of Marketing, said the campaign’s primary objective is to encourage first time trial by those who may not include Happi House on their QSR favorite list. “It’s true that too many American’s are in a fast food rut,” says Johnston, “but once people try Happi House, and experience our ‘un-boring’ alternative to run-of-the-mill fast food, we can snap them out of it.” Johnston continues that Happi House’s success has been achieved by serving a fresh, fast, and affordable menu featuring the brand’s unique teriyaki flavors - unattainable anywhere else.
The campaign includes a series of radio spots, print ads, and in-store materials developed to sound and read like Public Service Announcements (PSA’s), which depict the causes and cure for “fast food fatigue” a tongue-in-cheek psychological condition rooted in monotonous fast-food consumption. In one spot the announcer asks “Is a serious food disorder affecting your relationship with family or friends?” Another spot warns consumers to “be wary of internet, email or other ads promoting products that prevent, cure, or treat Fast Food Fatigue – Happi House is the only proven remedy.” The ads will run throughout the fall on Bay Area radio stations, magazines, and newspapers. Plus, Happi House has launched a new website, FastFoodFatigue.com, to provide and solicit additional remedies for the “condition.”
The campaign debuts as Happi House jumps into the teriyaki franchise & chicken franchise marketplace after executing a long-term growth strategy in 2008. “Happi House brings a fresh, new, yet proven, franchise opportunity to an underserved market,” said Joshua Richman, CEO and successful franchise developer, “we’re seeing a fast-growing demand for quality Asian-style QSR meals that is only growing larger.” Richman says that Happi House has the necessary experience, menu systems, brand loyalty, and support team in place to thrive under these circumstances, and adds that Happi House is an ideal choice for those seeking a chicken franchise, teriyaki franchise, Asian franchise, or healthy option QSR franchise.
About Happi House:
Established in 1976, Happi House has long been a Bay Area culinary institution and regional favorite. The quick service California teriyaki restaurant first opened in San Jose’s Japantown as a result of demand for a casual, value-oriented neighborhood restaurant. Happi House integrates fresh California teriyaki flavors with a streamlined cooking system - providing top quality products, speed of service, and cost efficiencies. The format is dine in, take-out, and off-premise catering with delivery. Happi House Restaurants, Inc. owns and operates Happi House Teriyaki restaurants throughout the San Francisco Bay Area and plans to open several more company owned and Happi House franchise locations during the next year. For more information contact Kevyn Johnston at 408.866.5966 or visit http://www.HappiHouse.com
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