California Avocado Commission, restaurants join in promotions - The Packer

California Avocado Commission, restaurants join in promotions

07/24/2012 11:12:00 AM
Mike Hornick

Courtesy California Avocado CommissionWith promotions in place at 19 restaurant chains so far this year, the California Avocado Commission continues to make foodservice marketing inroads.

Restaurants and institutional foodservice operators participating include Baja Fresh, Chipotle, Denny’s, El Pollo Loco, Ruby’s Diner, Sodexo Corporate Services, Subway, Which Wich and zpizza.

About 30% of California’s annual crop goes to foodservice, according to a news release.

California Denny’s offer Fresh California Avocados on two menu items, huevos rancheros and Malibu fish tacos, to be featured in a July 23 PennySaver mailed to more than 4.5 million homes in Los Angeles and San Diego. The locations switched from frozen avocados for their “Tour of America” menu.

This summer, Sodexo features the avocados on five menu items at 850 schools and other sites. They’re offered on two-week rotations and promoted on-site with customized point-of-sale materials. Selections are turkey avocado club croissant; avocado BLT burger; shrimp ceviche salad; avocado Caprese salad; and an avocado breakfast sandwich.

From April through June, Irvine, Calif.-base zpizza used window posters to promote three menu selections.

In April, El Pollo Loco offered an avocado bacon tostada at 400 restaurants in western states.

Also in the spring, Sizzler restaurants in Arizona, New Mexico and California offered a steak and California-grilled Malibu chicken combination with avocado slices. Sizzler salad bars provided guacamole with “made with Fresh California Avocados” signage. Other merchandising included floor banners, counter cards and table tents. Ads were broadcast in five California markets.

Dallas-based Which Wich suggested customers add California avocado to any menu item.

“New Fresh California Avocado menu applications … help the foodservice operators keep their menus fresh and introduce consumers to new avocado usage ideas,” Jan DeLyser, vice president of marketing at the Irvine, Calif.-based commission, said in the release.

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