When Matt Davis, a seasoned owner of 22 HoneyBaked Ham franchises, wanted to introduce his new store in Hagerstown, he reached out to 106.9 the Eagle. This was only the second time he had leveraged radio as part of his marketing strategy. It turned out to be one of his most successful openings yet!
Radio Delivers Results for Restaurants
Mr. Davis’ last grand opening in Minnesota was a success due to local radio, and that’s what led him to reach out to us. While we in the industry know first hand the broad-reaching power of local broadcast marketing, the Hagerstown HoneyBaked Ham story is proof that a smart radio campaign can do more than create a quick buzz – it can build long-term momentum.
Regarding his grand opening: “It was a far better turnout than we expected,” said Matt, who shared that they’ve previously relied on holiday marketing to draw more business, which wasn’t always consistent. He shared with us how effective radio was for the event and even showed us the text he sent out to fellow franchisees – urging them to make local radio a part of their next grand openings, too.
It’s not a surprise to us why his advertisements did well. Radio excels at attracting consistent streams of hungry locals. When listeners hear your restaurant’s ads on the radio, they remember your name, are more likely to stop by, and they search more for you online, too!
Radio reaches 88% of quick serve restaurant diners* and influences a 5% lift in restaurant web traffic and online searches**
*Scarborough USA+ 2020 Realease 1 Total (Jan.2019-May 2020)
** NumericOwl Restaurants Jan 2020-Dec 2020
A Successful Grand Opening Event
With a quick turnaround, we set him up on a pre-event ad schedule that culminated in a roaringly successful grand opening. Our DJs created excitement around the event and all of the giveaways that it would entail, both from HoneyBaked of Hagerstown and our 106.9 the Eagle Street Team.
The day before the event, Matt and his team went out to visit local warehouses, schools, and business parks in the area to promote their lunch and dinner catering options. To their delight, many of the folks they visited shared that they had already heard about their grand opening on our stations!
On February 1st, 2025, dozens of local community members lined up to win giveaways, sample incredible eats, and celebrate the new business. Smiles and excitement were had by all, and Mr. Davis, surrounded by his family and business partners, was thanked for bringing the delicious and timeless taste of HoneyBaked Ham to Washington County.
The powerful combination of strong radio presence, online marketing, promotions, and local community engagement created a 5-star recipe for grand opening success!
Gift Certificates Create Loyal Customers
After the event, we launched a 3-month branding campaign that included our Shop Local Big Deals e-commerce platform. Gift certificate sales have remained strong since day one, with HoneyBaked Hagerstown seeing redemptions every week – a clear win for Washington County restaurants.
HoneyBaked Ham is known for its holiday meals – spiral ham, turkey breast, and heat-and-serve sides. But many locals didn’t realize they also offer amazing everyday meals: hot sandwiches, fresh salads, deli sides, desserts, and even take & bake King’s Hawaiian roll sliders.
Families enjoy these meals for a lot less with a Shop Local Big Deals certificate.
Marketing Momentum That Lasts
Most grand openings see a spike in traffic followed by a taper – not here! Hagerstown’s store launched strong and stayed strong.
Just one week after opening, Matt told us his new location was the #1 franchise in sales, beating even his long-established Frederick store. And the momentum didn’t fade – it’s continued to rank in the top 4 among all his stores.
The takeaway? Radio works – particularly well, when it’s part of a strategic local marketing campaign.
A Blueprint for Local Restaurant Success
Hagerstown’s HoneyBaked Ham campaign is a case study in smart local marketing. When restaurant owners ask, “How do I bring in more customers?” We hope they’ll think of local radio first.
For food businesses in Hagerstown, Frederick, Martinsburg, Greencastle, and beyond – we offer 5 radio stations reaching over 204,000 locals who love to shop and dine nearby. With trade opportunities through Shop Local Big Deals, so your marketing dollars go even further.
As Matt Davis saw firsthand, radio can build trust, drive traffic, and boost sales – fast.
