Stephen J. Sather
Management
We are pleased. Again, it's early we think. We started this in testing a number of different marketing initiatives as well as operational investments. So, on the operations side, we put some of our best operators, including our top operator, down in the Houston, Dallas market. We also tested a number of marketing initiatives, and what we have done is we really tested them out through December, January a little bit, and February, but we've landed on ones that we think are seeming to be very positive for the market, and those are targeted direct market mail and FSIs. That's working very well. We have utilized street teams and we have used them in Houston and we've moved them up into Dallas as well that go in about a mile radius around the store and meet with business owners, schools, they do a lot of – one of the things we have additionally found is fund raising promotions where we bring different charity groups and school groups into the stores and they get a percentage of our sales. That's getting very popular. We have actually scheduled over 60 of those in both the markets. And then we used radio, which we are still on right now, through the mid part of the summer I believe, with the ones that were effective. And although we've seen sales improvements across all restaurants, they are still performing slightly below our target levels and we still have a lot of work to do. So, we are seeing these improvements, we saw them also in the consumer metrics. If you look at our market force metrics, those are moving in a positive direction. And we just completed some research which looks – again initially, we looked at that, it looked positive but a lot more to dive into that, and that will help us further guide both Houston and Dallas. So that work continues on, we're directionally positive, but that gives you a lot of the update on what we are doing. And what we learned in Houston, we are taking to Dallas, both in those direct mail and FSIs, street teams, fundraising and the radio.