How Sobelmans' Local Store Marketing Efforts Stand Out in the Competitive Better-Burger Industry

There is a seemingly endless list of brands that claim they’re at the forefront of the better-burger franchise industry. But only one can proudly claim it was one of the innovative originators behind the booming segment: Sobelmans Pub & Grill.

Sobelmans has been serving up the best burgers and bloody marys since 1999. It all started with Dave Sobelman and his wife Melanie, who set out on a mission to grill beef patties and serve them on fresh-baked country rolls with a variety of delicious toppings for consumers to enjoy. It’s safe to say the brand made that goal a reality— its products aren’t just known in its hometown of Milwaukee, Wisconsin. Sobelmans’ menu and products are praised across the country.

“We were the first restaurant to take burgers and bloodies seriously. It was really a simple decision for us—everybody likes burgers, regardless of where they come from,” said Sobelman. “Now there are tons of restaurants trying to mimic and replicate what we do on a daily basis. But other places don’t have the Sobelmans environment that’s rich in character, culture and tradition.”

That unique atmosphere has played an instrumental role in Sobelmans’ success. At its core, Sobelmans is a local restaurant. As the brand signs franchisees to bring its concept to new communities, Sobelmans will continue to operate as a neighborhood burger joint. That means employing the same local marketing tactics that first made the brand recognizable nearly two decades ago.

Before online advertising and social media platforms took over the marketing industry, Sobelman relied on one of the most tried and true methods: word of mouth. Everywhere he went, Sobelman brought business cards that were good for one free cheeseburger. He knew that as soon as customers took their first bite, they’d be hooked.

“Engaging the local community has always been my top priority. Sobelmans is first and foremost a place where people can gather with their friends and family,” said Sobelman. “I also want customers to have the chance to get to know me. My wife and I are incredibly hands-on— on any given day you’ll find us bussing tables or having a beer with patrons. You’d be hard-pressed to find another owner in town who’s more involved with their restaurant than I am.”

In addition to its old school and personal marketing methods, Sobelmans is also incredibly active on different digital and social media platforms. In fact, Sobelmans has built up a network of tens of thousands of loyal Facebook fans who are constantly sharing their drinking and dining experiences online. The brand prides itself on finding social media opportunities that other restaurants miss, while at the same time encouraging its customers to share their Sobelmans stories with their friends.

That commitment to creating a community—both in person and online—is something that Sobelmans will continue to do with new franchise units. No matter where the brand goes, it will always be a local restaurant at heart.

“When a new Sobelmans opens its doors, I’ll be there for the first couple of months to make sure that things are running smoothly. It’s so important for all of our restaurants to have the same vibe and environment. That’s how we’ll stay true to ourselves and ensure that the Sobelmans brand is growing in the right way,” Sobelman said.