CASE STUDY
Taco Bell
issue
The food service industry fiercely competes for good talent. Taco Bell franchisees were not recruiting enough team members to staff at the pace of their development expansion.
approach
After developing an understanding of the talent pool and past recruitment attempts, we created advertising and outreach campaigns. Media buys became much more targeted; the radio commercials were created to appeal to these particular prospects; a digital campaign was employed to reach various geographics and targets and materials were developed for market wide hiring parties.
Program optimization included building social content to further engage and attract applicants while reminding employees of the referral program.
Public relations activities have included numerous radio interviews, DJ Feeds, press release, hiring parties, promotional materials, and social media.
results
Today, Taco Bell franchisees credit Landers and Partners as a great partner, returning them to operation instead of being assigned to the recruitment marketing role. The number of applicants is 60% higher than what it was in the previous year, allowing the franchise organization to select the top candidates, those most aligned with the franchisee’s focus on tradition and culture.
In my 20 years with Taco Bell corporate, I have never had a more valued business partner than Landers & Partners. Dating back to my first introduction to many of the advertising and marketing agencies that support our brand, it was clear from the start that there was something special about this company. Landers is all about service. Not only around their innovative and well thought out marketing plans, but also around how they support your entire organization. From executing small town events to large DMA restaurant manager rallies, they have proven to be instrumental in helping us achieve our goals.
In addition to their ability to help us arrive at our desired destination, their enthusiastic approach to everything they do makes it a very positive journey along the way. I wholeheartedly endorse Landers & Partners to any business large or small who is in the pursuit of excellence. Your odds of accomplishment will dramatically improve with the great people of Landers on your side.