boconcept

How Mainland Used Local and National Media To Revive Checkers & Rally’s Franchise Development

Through key placements, including an appearance on Undercover Boss, Mainland has helped the iconic drive-thru brand sell an average of 80 units per year.

INTRO

Based in Tampa, Florida, Checkers & Rally’s is an iconic drive-thru restaurant franchise known for its “Crazy Good Food,” exceptional value and people-first philosophy. Checkers & Rally’s retained Mainland — then called No Limit Agency — in September 2011 with a desire to elevate awareness of its franchise opportunity.

PROBLEM

Checkers & Rally’s franchise sales were stagnant, and consumer sentiment indicated perceived “grease” on the brand.

Solution

Although risky, Mainland went for the grand slam right off the bat, securing an appearance on Undercover Boss in an episode that ultimately won an Emmy. Shortly thereafter, Checkers made Mainland its agency of record for PR and named the agency “Supplier of the Year” in 2013.

Result

Today, more than nine years after starting the relationship with Mainland, the brand awards more than 80 locations per year on average, and its projectile is now positive. That progress can be attributed in large part to Mainland’s dogged media strategy, which has secured more than $51,073,050 in collective PR value and more than $14,592,300 in collective ad value.

HOW MAINLAND WON

Another milestone moment for Checkers & Rally’s was in February of 2016, when the brand issued a challenge to Burger King’s launch of hot dogs via a full-page ad in USA Today, starting the “Wiener Wars” among top QSR brands. Mainland secured more than 30 high-level placements about the Wiener War, ranging from local TV to national online press, with all messaging focused on Checkers & Rally’s position as the leader in the hot dog segment for more than 30 years.

To continue to move this momentum forward, Mainland is charged with keeping the brand in the press every single week. Whether that’s a local business journal, a daily newspaper, a morning show cooking segment or a national television segment, Checkers can see the effect that consistent press has on its franchise lead flow. The key to the success of the relationship between Mainland and Checkers & Rally’s is a shared goal, an understanding of what types of press result in increased brand awareness and a razor-sharp focus on con
sistent brand messaging.

Key Media Placements

  • Undercover Boss
  • The New York Times
  • The Early Show
  • FOX Business
  • The Wall Street Journal
  • FOX & Friends
  • Time.com
  • CBS News
  • CNBC.com
  • FOXNews.com
  • Entrepreneur

Get in Touch

Hire Mainland

Work For Mainland

We love working with awesome brands and awesome people. Are you one?

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Senior Account Supervisor

Chicago

Do you love working with people? Is client relations your thing? Do you have experience pitching the media? Do you love the idea of helping a company grow? Then you may be the right person for us.

Account Executive

Chicago

In the Account Executive position you will be the agent for achieving concrete public relations results for our roster of clients.

Account Manager

Chicago

We’re looking for a client services pro, with experience managing cross-channel marketing activities. Knowledge of PR, digital marketing and content; the ability to build strong relationships with...

Writer

Chicago

As an agency driven by the written word, we do countless writing projects for our clients every day, including but not limited to: press releases, bios, bylined articles, pitches, website copy, advertorial copy, blog posts, social media calendars and more.

SEO Manager

Chicago

This position will be responsible for the following: Managing the SEO content arm 1851franchise.com, estatenvy.com, and newly launched digital publications); managing Google Analytics; supporting project management; writing content and working with clients.…

Director of Social Media

Chicago

The Director of Social Media will be responsible for creating valuable and engaging content across our clients’ social media platforms. The Director of Social Media will work closely...