NEW YORK FRIES SEES UNPRECEDENTED GROWTH THANKS TO THE POWER OF POUTINE + PINSENT

New product launch and quirky ad campaign contribute to system wide revenue increase of 20.3 per cent in April

TORONTO, May 24, 2011 /CNW/ - New York Fries has experienced never-before seen sales growth in April, with a 20.3 per cent increase in same store sales across the chain, led by a 30.1 per cent increase in their fifteen corporate stores. Coming hot on the tail of record increases in both February and March, this marks the beginning of a banner year for New York Fries, with customer count up 13.7 per cent in the first four months, as compared to 2010. The growth in the same store sales is clearly attributed to the increase demand for Poutines, which now makes up 60 per cent of all fry purchases; representing a 9 per cent increase over 2010.

This increase is well above the Canadian Restaurant and Foodservice Association's 3.1 per cent growth projection among quick service restaurants. The growth can be attributed to New York Fries new meal options, extensive product sampling and updated in store graphics, supported by four weeks of quirky radio advertising.

The national launch of two new product offerings, Butter Chicken Poutine and Braised Beef Poutine, immediately began drawing customers to New York Fries' counters. Using these new meals as an opportunity to position the brand as a mealtime destination, New York Fries saw an increase in new customers as well as new dining occasions, especially around lunch and dinner. Though the radio ads focused on the new meals, the company also saw elevated demand for classic Poutine, Works and Veggie Works, in addition to the Butter Chicken and Braised Beef offerings.

"New York Fries was the first QSR to nationalize Quebec's delicacy," says Jay Gould, president and founder, New York Fries. "Since adding Poutine to our menu more than 20 years ago, many Canadians have grown up with our Poutine and continue to seek us out for their "fix". Extending our menu in this way cemented our position as the premium French fry purveyor, and put us squarely in the meal business. It has proven to be a real game changer."

The new "Poutine Perfected" media campaign, narrated by legendary Canadian actor Gordon Pinsent and developed by Juniper Park, compares New York Fries' perfected poutines to other wondrous life experiences, like finding the perfect pair of designer jeans for your kitten, or soaking in a luxurious bubble bath, all humorously described by Pinsent. The four-spot campaign launched March 7th in most Canadian markets. Re-vamped in-store graphics promoting the new Poutinerie offerings also accompanied the media launch.

Due to fantastic feedback from customers and franchisees, and the unprecedented same store sales growth, management has decided to revive the Gordon Pinsent radio campaign for another national two week run in May and June.

About New York Fries

New York Fries is a Canadian, privately-owned retail chain specializing in premium quality, fresh-cut fries. Located in all major Canadian malls, the chain has successfully expanded into South Korea, the United Arab Emirates, Hong Kong, Macau, and Bahrain with 24 international units. In 2004, New York Fries became the first Canadian quick-service company to switch its oil to non-hydrogenated, trans-fat-free sunflower oil, further solidifying its position as a destination for those seeking a quality indulgence. For more information, please visit www.newyorkfries.com.

SOURCE New York Fries

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For further information or to arrange an interview with a spokesperson, please contact:

Kayla Rochkin, Hill & Knowlton Canada
(416) 413-4767 / kayla.rochkin@hillandknowlton.ca

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New York Fries

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