Happi House Restaurants Use Radio to Launch Text Message Marketing Promotion
Summary
First opened in 1976, Happi House California Style Teriyaki restaurants have enjoyed an extremely loyal following, however the company’s plans for franchising and expansion has the chain directing a good deal of its marketing efforts towards introducing a new group of younger consumers to the brand.The first Happi House location opened at the corner of 5th and Taylor Streets in San Jose’s Japantown as a result of tremendous demand from the local Asian community for a comfortable, value-oriented neighborhood restaurant.Its model integrates fresh California style teriyaki cuisine with a streamlined cooking system that provides top quality products, speed of service, and cost efficiencies.The chain will also be airing a series of new radio spots and has implemented a targeted e-mail marketing campaign, both intended to gain a foothold with the ‘Generation Y’ audience.Joshua Richman, CEO, said that Happi House is a fresh and agreeable option for younger patrons who most commonly frequent the fast-food giants.The first Happi House location opened at the corner of 5th and Taylor Streets in San Jose’s Japantown as a result of tremendous demand from the local Asian community for a comfortable, value-oriented neighborhood restaurant.