Mixing Things Up in the U.S.
Issue: A worldwide phenomenon since the opening of its first location in the U.K., ShakeAway is the World’s Largest MilkShake Bar Company™ and original re-inventor of the milkshake. ShakeAway offers 180 delicious ingredients and millions of combinations to choose from for a variety of customized-to-order shakes, frozen yogurts, smoothies and more. Poised for expansion to the U.S. market, ShakeAway turned to Coyne to help give American investors and potential franchisees a reason to fall in love with the milkshake all over again.
Idea: ShakeAway opened its first U.S. store in Georgia, New York and California in 2014. Coyne developed a strategic public relations plan to introduce ShakeAway to the U.S. market. Understanding the need to attract franchisees and potential investment partners for continued growth in the U.S., Coyne developed messaging including a company fact sheet, key message document, executive biography and a press release to announce ShakeAway’s expansion in the U.S. The team also targeted influential media in the business and quick-service industry to raise the company profile and unique business opportunities that ShakeAway brings to the table.
Impact: Coyne helped introduce ShakeAway’s uniquely successful business model and attract franchisees, encouraging further market expansion throughout the U.S with coverage in key publications such as Entrepreneur Magazine, Restaurant Business, QSR Magazine Online, FastCasual.com, and Franchising.com. With little to no previous engagement or presence in the U.S. market, the brand pointed to PR as a main contributor for the hundreds of inquiries received from franchisees all across the nation, including several offers to buy the company!