Raising Cane’s recruits its employees as stars of its latest ad campaign

Photo courtesy of Raising Cane

Bites Marketing Logo

Welcome to RB’s weekly roundup of the latest developments in restaurant marketing.

Raise the cane recently launched its biggest ever marketing campaign, showcasing what the chicken fingers chain considers its greatest asset:

His workers.

The three-month “One Crew. One Love.” The campaign features more than 6,000 Cane crew members, some from each of the 622 fast casual locations. They will be featured in local TV spots, as well as on point-of-sale material at restaurant level, on social media and more.

The ads are a not-so-subtle way of saying Raising Cane’s is a great place to work and the chain is still hiring, said AJ Kumaran, co-CEO and COO.

“It was fun. It was really fun,” said Kumaran, who appears in the ads with Raising Cane founder and co-CEO Todd Graves. “We’ve been working on it since the start of the year.

Raising Cane workers took cellphone photos to submit to the campaign. The chain currently has more than 52,000 employees and plans to hire up to 8,000 more by the end of the year, he said.

“We’re always looking for great people to join our journey,” he said. “We don’t talk about it directly at all… But obviously once we start talking about our culture and our crew members, that will eventually drive the recruiting channels as well.”

Raising Cane’s is certainly not the first chain to feature its employees in advertisements. But it’s likely something the industry will see more of as the labor pool remains tight and restaurants look to showcase their fun, unique culture and perks.

Earlier this year, Dominos Pizza launched a new TV ad that attempts to recruit workers directly by showing how an entry-level gig can pave the way to franchise ownership. In the announcement, the chain specifies that 95% of its franchisees started as delivery drivers or store employees.

Waffles on the soles of his shoes?

waffle restaurant is the latest addition to the catalog of ridiculous restaurant fashion mash-ups.

In this case, the all-day breakfast chain has teamed up with shoemaker Adidas on a limited-edition Waffle House shoe, in honor of the Masters golf tournament.

Adidas says the shoes were “paste-like” in color, with a raised waffle texture around them. There is a bright yellow Waffle House logo on the heel.

And on the soles? A playful touch of syrup.

Waffle House shoes

Photo courtesy of Adidas

“Who knew our famous Sweet Cream Waffles could also be so fun to wear?” Waffle House Chairman and CEO Walt Ehmer said (hopefully for the first time) in a statement.

The Tour360 22 X Waffle House Golf Shoes go on sale Thursday ($200 for women’s sizes, $210 for men).


Chipotle Mexican Grill is making another foray into the metaverse.

Wendy’s is also heading to the Metaverse.

Teriyaki Madness had fun with what could have been a marketing nightmare.

If you’re heading to the Restaurant Leadership Conference in Phoenix next week, be sure to stick around for the final session. I will be hosting an all-star panel with Kieran Donahue (CMO of IHOP), Tana Davila (CMO of PF Chang), and Alice Crowder (CMO of Krystal Restaurants) to discuss how the pandemic has redefined restaurant marketing. Please say hello if you are there.

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all our content. Register here.

Previous Movie symbolism and how it stands out
Next MJV Innovation's Design Driven Data Science book helps companies fully maximize their data