Case Study: Create a New Kolache and Build Buzz

3 Min Read By MRM Staff

Three things on every restaurant chain's To Do list: create big media buzz, build greater brand awareness and have increased customer engagement and sales. Houston-based bakery café chain The Kolache Factory was able to meet all three objectives through its recent online “Create a New Kolache Contest." 

The nationwide contest asked customers to submit ingredients for a new flavor of kolache. (For those unfamiliar, a kolache is a Czech pastry filled with meats, cheeses and fruit.) 

Kolache Factory was founded in 1982 in Houston, Texas, by John and Jerri Banks, who identified a need for a fresh, high-quality breakfast that could be eaten “on the run.” The Bankses encouraged consumers to try the high-quality, fresh pastries filled with fruits, meat and cheeses and soon they were in high demand for business meetings, family breakfasts, on-the-go lunches and afternoon snacks. 

The contest winner was the “Yes, Please” mac-and-cheese, a combo of mac-and-cheese…