Gen-X, Millennial Parents Opps: Huddle House hires brand president amid YTD spend declines (Score 50)

Sales lead: This hire will likely lead to higher ad spending & agency appointments. 

• Huddle House (HH) named Blain Shortreed brand president in December 2023.
• Shortreed most recently served as CEO of Long John Silver's. 
• In his new role, Shortreed is responsible for company operations, marketing, and culinary innovation. 

Target demographic: Gen-X & millennial parents

The company will likely:

• Ramp digital spend back up
• Try new marketing channels
• Seek agency partners

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: HH spent about $489.2k on digital display ads YTD, just 64% of the $762.6k spent in this channel during the same time period of 2022. 
• YTD data: 70.1m impressions via Facebook (70%), Instagram (19%), YouTube (9%), and desktop display (2%). 
• 2021-2022 spend: Full-year spend increased by % from $653.6k in 2021 to $800.7k in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, and yahoo.com. It placed 1% of these ads through multiple indirect channels onto sites such as fandom.com, yahoo.com, news.yahoo.com, pastebin.com, and pch.com. 

Additional channel insights  

• HH also invests in OOH and local broadcast.

Agency analysis:

• Opportunity: Reach out now to see if you can pick up some of HH's business. 
• Current roster:
  • In-house: media