• by Steve Smith , Staff Writer @popeyesm, March 7, 2024

When Dave’s Hot Chicken outlets open in a new city, it feels more like a blockbuster movie premiere or iPhone launch days, circa 2013. Earned media buzzes for weeks, and long lines form early. Which raises a lot of good-to-have marketing questions about how a brand leans into and maintains cult status as it aspires to expand quickly. And how does it maintain that buzz well after launch?

Dave’s was founded only 7 years ago as a simple chicken stand and has quickly become one of the fastest growing restaurant brands in the US. It is known for its witty and darkly humorous ad campaigns. Their CMO Brad Haley is no stranger to innovative marketing campaigns. He came to Dave’s last year after a hitch at iHop, where he oversaw that brand’s famous IHOB campaign that moved the pancake house into burger branding. Years before at Jack in the Box he helped introduce the Jack is Back campaign. You can listed to the entire podcast at this link.