Subscribe to Entrepreneur for $5
Subscribe

How Wildfire Helped One Small Business Power Its Social Media Campaign

Original Joe's adds fuel to its online marketing strategy using a tool from Wildfire that helps businesses boost their social media status.

By
This story appears in the August 2011 issue of Entrepreneur. Subscribe »

When your restaurant operates under an old-school, back-to-basics brand name like Original Joe's, chances are many patrons walk in expecting old-school, back-to-basics dining--you know, classic meat-and-potatoes fare. But Original Joe's, with 40 locations across Western Canada, couldn't be more au courant: Its globe-trotting menu spans everything from chicken gyoza (Japanese-style dumplings) to Mediterranean short ribs to poutine (French fries topped with cheese curds and brown gravy--a signature dish from Quebec, just a few provinces over). There's even a special menu for gluten-sensitive diners.

Original Joe's takes a similarly progressive approach to its digital marketing outreach efforts. Like many rival restaurant franchises, the chain is increasingly active on Facebook, but the company struggled to translate customers' in-store enthusiasm to online interest. "We realized social media is here to stay, but we couldn't figure out the best way to capture an audience," says Jeff Humphreys, the Original Joe's Franchise Group's manager of digital and social media.

4th of July Subscription Sale - Unlock this subscriber exclusive article and more for 20% off today.

Access all Entrepreneur content with no ads, unlock discounts, and get exclusive advice only available to our subscribers. Plus, our magazine delivered straight to your door.

Get 20% off an annual subscription today. Just use code SAVE20 at checkout.

Entrepreneur Editors' Picks