George Webb Restaurants
Find a Niche

Challenge:

George Webb Restaurants has been a landmark in Southeastern Wisconsin for over half a century. How does a local restaurant chain continue to attract customers when the national food chains around them are offering lower prices, faster service, and outspending them with media dollars by the millions? In addition, they are competing with family style restaurants that offer a greater variety of menu items and more seating. What they needed to find was a “niche.”

Strategy:

The strategy was and is to concentrate on communicating the attributes that differentiate George Webb from its competitors.

• Made to order breakfasts and sandwiches
• Homemade soups and chili
• Quick service
• All menu items available all day, every day
• Friendly staff – they get to know many customers by name
• Quirky traditions like the two clocks on the wall and predictions

Execution:

Currently George Webb uses electronic media
(TV and radio) to reach a high percentage of adults with various messages that communicate the benefits of dining at a Webb restaurant. The TV commercials portray two typical customers, featuring a spokesman and his side-kick, Walter, enjoying a meal at George Webb’s. Each commercial features a popular meal with emphasis on one or more points of differentiation of the chain. A subtle gag is also woven into each spot.

Print media is used in out-of-town markets. Neighborhood shoppers are used in the Milwaukee Metro area giving individual franchise owners flexibility in their offers and pricing. George Webb has a reputation for offering great value coupons to diners. In additional to newspaper coupons, each month the Webb placemats are filled with coupons which diners can use the following month.

Results:

George Webb found its niche – right between the fast food restaurants and the big coffee shops. They are placed right between them in price and service, and the market has accepted that niche. George Webb continues to grow and to be a fun place to dine for several thousand people daily – because of it’s reputation for serving consistent quality food, quickly and courteously, in a clean, friendly environment.