Fueling Franchise Growth Through PR, Digital and Thought Leadership
The Challenge
Bobby’s Burgers by Bobby Flay was rapidly expanding, but needed to stand out in an increasingly competitive burger and franchise landscape. The brand required a strategy that would not only generate buzz around key announcements and menu innovation, but also build long-term credibility with serious franchise prospects. Champion was tasked with elevating executive visibility, amplifying franchise milestones and translating awareness into measurable development leads. Additionally, the brand needed a consistent presence in front of multi-unit operators and investors to reinforce its scalability and differentiation. The challenge was to unify PR, digital and thought leadership into a cohesive engine that could drive both awareness and conversion.
Deliverables
- - Omni-channel franchise development PR strategy
- - National, trade & local media outreach
- - Executive thought leadership positioning
- - High-impact feature placements and interviews
- - Local TV segment coordination
- - LinkedIn content strategy and management
- - Email marketing integration
- - Reporting and analytics tracking
The Solution
Champion executed a multi-layered strategic plan that combined high-impact media moments with always-on digital storytelling. In 2025, the team launched various strategic PR campaigns spanning culinary innovation, executive leadership and franchise growth milestones to keep the brand consistently in the news cycle. This included securing a cover story in Food & Beverage Magazine, targeted outreach tied to key holidays like National Burger Month and LTO launches, and strategic announcements spotlighting leadership hires and multi-unit deals including international expansion into Canada with a 65-unit deal.
Simultaneously, Champion built a LinkedIn-led content engine designed to engage high-value franchise prospects. By blending earned media amplification with original thought leadership content, the brand maintained a steady presence in front of operators and restaurateurs. Supporting email marketing efforts helped extend reach and nurture leads through the funnel. This integrated approach ensured that every media win and brand milestone contributed to long-term franchise development goals, turning visibility into measurable interest and action.
The Outcome
Champion successfully positioned Bobby’s Burgers as a standout, fast-growing franchise brand with strong leadership and a compelling growth story. The integrated strategy not only drove widespread awareness but also delivered tangible business results through qualified lead generation and sustained digital engagement. Across PR and digital channels, the campaign reinforced the brand’s credibility and momentum in the franchise space.
Results
471.7M+
Est. Earned Media Impressions (2025)
1.66M+
Paid Media Impressions (2025)
102K+
Organic Social Impressions
$861.8K+
Est. Earned Media Value (2025)
2,132
Leads Generated
85+
FranDev Meetings Booked
15
Units Sold
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