To spread awareness of its Just Picked Just Caught Just Joe promo in August chain restaurant Not Your Average Joe took its chefs to local farmers markets to demonstrate their skills on cooking from scratch.
“I can’t think of any other chain that can go to a farmers market and buy locally and deliver it at the level of execution that we can ” Sherri Van Saxon vp-marketing at Not Your Average Joe told Buzz. “What you’ll see other chain restaurants do is the Taste of Boston or Taste of the Town. So we tried to figure out other ways we can show off our talents and provide sampling opportunities.”
The restaurant which has 15 locations in Massachusetts sent out invitations to its regular member database announcing when it would be making its farmers market appearances. The restaurant was welcomed by the farmers markets which in turn saw a rise in attendee turnout because of the promo.
In addition to sampling and sharing cooking tips Not Your Average Joe sold recipe cards featuring some of its most popular menu items for $1. The proceeds went to the Food Project which teaches children about a sustainable food system in local communities (foodproject.org). Not Your Average Joe chefs have teamed up with some of the nonprofits’ youngsters to create meals at the restaurant.
Not Your Average Joe also gave out branded reusable grocery bags brimming with promotional materials.