Overview:
L&L Hawaiian Barbecue stands as a cornerstone in the fast-casual dining sector and is recognized as a trailblazer in the Hawaiian Barbecue category under the leadership of Chief Executive Officer (CEO) Elisia Flores. This esteemed restaurant brand has been on a trajectory of substantial growth, notably highlighted by its exceptional performance in 2023. During that year alone, L&L achieved a milestone by inaugurating 18 new franchise locations, marking a record-breaking expansion. This brings the total count of franchise locations to 228 across the United States and Japan, solidifying its presence and influence in their respective markets.
The Task:
Continuing its expansion beyond the Hawaiian islands, L&L has partnered with Jenerate PR to secure executive profile features highlighting Elisia Flores’ leadership within the C-suite and her journey with this esteemed Hawaiian brand. This initiative comes on the heels of heightened public awareness due to the recent grand openings in Q4, underscoring L&L’s overall success in the past year and positioning Elisia at the forefront of these conversations.
Jenerate PR has diligently crafted a comprehensive campaign with the goal of positioning Flores for prominent c-suite feature stories and industry expert angles. Utilizing their vast network within the industry, trade, and business media landscape, alongside their connections in the food and beverage and franchise sectors, they have adopted a strategic approach to disseminate positive public awareness of the L&L brand through both national and regional outlets.
Objective:
Jenerate PR is dedicated to enhancing L&L’s presence across both national and regional platforms by leveraging brand storytelling to cultivate positive awareness and increase foot traffic to all mainland locations. Central to this effort is positioning Flores as the prominent face and spokesperson for the company, covering a wide array of topics including, but not limited to: Finance Trends, Investments, Food Technology, Innovation and Integration, Growth and Expansion, Cultural Diversity and Inclusion, as well as Leadership and Entrepreneurship
Strategy:
In orchestrating media opportunities, Jenerate PR devised a comprehensive public relations strategy. This involved conducting interviews with Flores to grasp her personal narrative; updating her biography; crafting story angles aligned with her areas of expertise, compiling a list of relevant media outlets across broadcast, online, and print platforms that showcase c-suite executives; and tactically scheduling all communications according to Flores’ tight schedule, with advanced outreach to ensure stories are published within our preferred time frame.
This agile public relations strategy included curating an exhaustive media distribution roster, customized for maximum media engagement, which encompassed crafting and disseminating communication and press materials. The agency oversaw all media opportunities.
The media distribution roster encompassed a wide array of national and regional outlets spanning various categories including food & beverage, business, industry experts, trade, women-focused, and c-suite.
Results:
As a result of our media outreach efforts, Jenerate PR has thus far secured the following. Jenerate PR continues to secure long lead stories featuring Elisia in 2024.
23 Million Media Impressions
Notable media outlets include:
Nation’s Restaurant News, Restaurant Business, The CEO Forum Group, QSR Web, Fast Casual’s Restaurant Operator Podcast
Expected long lead coverage include:
BizWomen, QSR Magazine, Retail & Restaurant Facility Business