In an effort to expand marketing reach to a younger audience, Wienerschnitzel, the world’s largest hot dog chain, has established its new Visionary Department: a forward-looking marketing division dedicated to building brand loyalty among younger generations.
Spearheaded by J.R. Galardi, the 25-year-old son of late founder, John Galardi, and CEO, Cindy Galardi Culpepper, the Visionary Department will focus 100 percent on forming relationships and growing awareness amongst its younger customer; with Wienerschnitzel’s current guest base primarily made up of baby boomers. To capture the attention of tomorrow’s consumer, the Visionary Department will utilize tactics including social media, strategic partnerships, digital marketing, and event sponsorships. With a heavy emphasis on corporate responsibility, the division will tap into current trends, interests and lifestyles, including everything from sports, film, technology, music and fashion.
“Wienerschnitzel will always be a family business, and I am proud to continue my father’s legacy and build upon his foundation in a way that will benefit both the company and our future fans,” said J.R. Galardi, Chief Visionary Officer. “The goal of the Visionary Department is not to change our marketing direction, but to expand it to include customers 30-to-40 years from now.”
Already this year, Wienerschnitzel teamed up with local Orange County specialty clothing lines, Ethika and Yea.Nice, as a sponsor of Tilly’s Breaking Point Lounge at the 2014 Vans US Open of Surf; and recently signed on as a sponsor and the official hot dog of Joe Gibbs Racing Motocross, a North Carolina-based professional supercross and motocross team. A newly formed street team and company-wrapped van deemed the “Wiener Wag” can be spotted around Southern California, and soon the country, participating in events and giving away freshly-designed Wienerschnitzel merchandise.
J.R. continued, “I’ve always known that I’d be involved in our family business, and I will forever be motivated by my father’s entrepreneurial spirit and hard work ethic. This is only the beginning of big things to come for Wienerschnitzel.”