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BOBurrito launch reaches out to younger customers

BOBurrito launch reaches out to younger customers

COLUMBUS Ohio Bob Evans is reaching out to younger diners with an online-marketing campaign and a college campus tour centered on its new BOBurrito breakfast item. —

Bob Evans Farms Inc. of Columbus, the parent to the 570-unit namesake chain, said the new menu item and marketing campaign were efforts to “introduce a new generation” to the family-dining chain, which has traditionally drawn an older crowd. —

The chain created a microsite for the new dish, , which features two online contests, including one that awards free breakfast for a year to weekly winners. The other contest invites customers to create and upload their own movie trailers about the BOBurrito to compete for a $2,500 digital video camera and Bob Evans gift cards. also includes a link to Bob Evans’ fan page on the Facebook social-networking site, where users can post comments, enter contests and find recipes. —

“Social-media tools like Facebook and Twitter are how people communicate today,” said Mary Cusick, Bob Evans’ senior vice president of marketing. “We think it’s the best way to reach a new customer base than we’re used to, gain some insight into that demographic, and hopefully introduce a new generation to the Home of Homestyle.” —

The $5.99 BOBurrito features a flour tortilla filled with eggs, shredded pepper-Jack cheese and diced onion, along with a choice of two fillings—“Meat Lovers” or “Western”—and is topped with queso sauce and diced tomatoes and scallions. —

Bob Evans said it would spread the word about its new BOBurrito with a college campus tour at five universities in its home state of Ohio. At each school, the Bob Evans BOBurrito Team will hand out samples of the burrito, gift cards and such promotional gear as hats, fleece blankets and T-shirts. —

TAGS: Marketing
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