December 08, 2014
Comments Off on Restaurant Marketing Watch: Noodles & Company shifts marketing message

Restaurant Marketing Watch: Noodles & Company shifts marketing message

Originally featured on Nation’s Restaurant News

Last month, Noodles & Company tweeted that it is testing antibiotic-free, vegetarian-fed chicken breast at restaurants in its home state of Colorado.


Company officials are not commenting on whether the chicken will roll out systemwide, and it’s not the first time Noodles & Company has used antibiotic-free protein. The fast-casual chain already offers antibiotic-free, vegetarian-fed pork systemwide, and is increasingly promoting other sustainable ingredients, including cage-free eggs and organic tofu, milk and tea.

The move is another sign of what is being shaped into a core brand message, as Broomfield, Colo.-based Noodles & Company works to build awareness.

At a recent investor conference, Noodles & Company president and chief operating officer Keith Kinsey said officials in the second half of 2014 have been looking hard at how the chain communicates its focus on quality ingredients, a brand aspect that is crucial in the increasingly competitive fast-casual segment.

“We haven’t done as good a job about communicating the ingredients we have,” Kinsey said, citing its natural pork, cage-free eggs, fresh produce and the organic tofu. “Those are the things we need to drive home stronger.”

This is not surprising, given that Noodles & Company chief executive Kevin Reddy was previously part of the executive team at Chipotle Mexican Grill Inc., a segment leader that has built its brand on the notion of “Food With Integrity.”

Noodles officials see an opportunity to tap into growing consumer concerns about issues like antibiotics in meat, humanely raised livestock and, as Kinsey put it, “the story behind the ingredients,” like cheese used by Noodles that comes from family farms.

“It’s an important part of being in fast casual,” Kinsey said.

With a menu of pastas, salads and sandwiches with global flavors, Noodles is already recognized as a healthful brand. The chain has repeatedly been named among Health magazine’s top healthiest fast-food restaurants in the U.S.

But Noodles officials are looking to take that positioning further.

The company invested about $1 million during the third quarter to amp up marketing efforts, as well as to promote its new catering services, which rolled out to all 425 restaurants by the end of the Sept. 30-ended third quarter.

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