Dickey’s Barbecue Pit – Rowlett

Speaker: Guy New, Franchise Owner

My name is Guy New. The Catering Guy, LLC. I’m Dickey’s Barbecue Pit number 432 in Rowlett, Texas, and Dickey’s Barbecue Pit number 1370, Mabank, Texas. I’ve advertised with Valpak since before I was opened in 2011. I think Valpak distinguishes itself by being able to work with us directly as a franchise, but also being able to work at the corporate level and negotiate better rates for everybody. You know we’re the biggest barbeque chain in the world and have over 500 franchises.

The other good part about Valpak is that you can choose your zones in 10,000 households, so you can change one zone to another. Sometimes I’ll add zones in there to target those customers as well. It’s good to be able to track the coupons that you’re getting in and know that you’re getting that value. We were able to put in our own codes and track codes we get from Valpak, and they were always at the top. We get a two-sided ad with Valpak also, which makes everything great because we can do our lunch specials. We can do a car show. We can do two different ads at the same time.

Valpak is good at working directly with you to get the ad that you want for that month. Some people want you to commit to five or six months, and then they want you to try to keep the same artwork as long as possible, so it’s great to be able to change your artwork every month and be able to have that flexibility and get it out on time. And then, I’ve always stuck with Valpak in my advertising because I know people look at that and I know that people look forward to getting that Valpak in the mail. I always recommend Valpak. I have recommended Valpak to the Dickey’s Barbecue Pit owners on Facebook and on LinkedIn, and I’ve recommended them to all of my friends.

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