New to New York: PDQ Grand Opens First New York Location

Objective:

Impact PR & Communications (IPR&C) was charged with spearheading the grand opening campaign for New York’s first-ever PDQ (People Dedicated to Quality) location in Farmingdale, NY. The fast-casual chicken restaurant, beloved in the Southeast, is known for its hand-breaded, fresh, never frozen chicken tenders, made-to-order sandwiches and salads and hand-spun milkshakes. With little-to-no brand recognition in the region, another major chicken chain boasting several, much-loved locations in the surrounding area and no firm opening date, IPR&C took on the challenge to garner meaningful media traction both regionally and nationally and generate buzz about the grand opening during a six-month engagement.

PDQ Opening

Strategy:

  • Secure media placements through proactive and reactive media relations efforts on a local and regional level
  • Coordinate executive interviews with brand spokespeople and secure on-site media visits with media and influencers
  • Plan and execute a pre-opening event for social media influencers to experience PDQ for the first time
  • Build excitement and interest leading up to the grand opening event and continue momentum post-opening

PDQ Newspaper

Results:

  • Garnered more than 108 media placements throughout the 6-month engagement
  • Placed two feature stories in the Long Island’s major daily newspaper, Newsday, within a 15-day time period
  • Secured cover stories in Farmingdale Observer and Long Island Business News
  • Executed an influencer event with 11 local and regional influencers resulting in immediate social media buzz
  • Landed a Public Relations Society of America (PRSA) Mercury Award in the category of Media Relations for the campaign

First impressions are crucial, which is why we’re glad we partnered with Impact PR to introduce PDQ into the Long Island market.

We started with little to no brand awareness in New York; we were not a known entity. The Impact team got right to work, mindfully introducing our fast-casual brand to this new audience and elevating us in a way that is paying off far beyond the initial engagement. To this day, our New York locations are thriving!

The entire team at Impact PR was responsive, communicative, and helpful. They went beyond traditional media exposure and PR, getting us in front of the right people – and so many of them – quickly. We truly became integrated with the community and know that, without their help in Long Island, we might not have had the success in that region that we do today.

 

– Jeffrey Kamis, Vice President, Media and Public Relations, PDQ Restaurants