Checkers(R)/Rally's(R) Revs Up Third Year as Official Burger of Indy 500(R)
Double Drive-Thru Chain Expands Brand Visibility Through Community Day, Carb Day Events
TAMPA, Fla., May 26 -- Checkers Drive-In Restaurants, Inc. , the nation's largest double drive-thru chain, is revving up its third year as Official Burger of the Indianapolis 500(R). Checkers(R)/Rally's(R) has added signature Community Day and Carb Day events to its list of race week activities, further expanding the brand's involvement with this world class race.
"Our motor sports sponsorships, combined with our other marketing, advertising, training and operational initiatives, have enabled Checkers/Rally's to double our brand awareness in the past two years and to consistently drive positive same store sales gains," said Keith E. Sirois, President and CEO, Checkers Drive-In Restaurants, Inc. "We are happy to participate in these additional Indy 500 week activities, and we're excited to bring Checkers/Rally's to fans in new, fun ways."
During the 2005 Indy 500 race week, the chain is sponsor of the Checkers/Rally's Brickyard Burger-Eating Contest held on Community Day, and sponsor of the Media Pit Stop Challenge, an Indy 500 tradition. For the third year in a row, the chain is also the title sponsor of the Checkers/Rally's Pit Stop Challenge which occurs on Carb Day, with a total prize pool worth $80,000.
The success of the Indianapolis Motor Speedway sponsorship, which runs through the 2009 race season, served as motivation for Checkers/Rally's to become the Official Drive-Thru Restaurant and Official Burger of NASCAR(R) as well as four of International Speedway Corporation's tracks: Daytona, Homestead-Miami, Michigan, and Richmond.
Checkers/Rally's has created exciting activation programs with IMS for the Indy 500 and Brickyard 400(R) races, including:
* Six Checkers/Rally's branded locations opened inside the Speedway
* Brickyard 400 combo meals and cups sold at restaurants across the country
* Cause marketing programs with Team CAN, raising $100,000 for the Cure Autism Now Foundation in 2004
* National 2004 Brickyard 400 Sweepstakes winner waved the green flag to start the race
* Company hosted 2004 national franchise convention in Indianapolis during Brickyard 400 week
* In first year of sponsorship, Checkers franchisee of the year waved the green flag to start the Brickyard 400
* Motor sports-themed employee incentive and training programs
The multi-year Indianapolis Motor Speedway sponsorship is contracted through Checkers/Rally's National Production Fund, Inc.
About Checkers Drive-In Restaurants, Inc.
Checkers Drive-In Restaurants, Inc. ( http://www.checkers.com/ ) is the largest double drive-thru restaurant chain in the United States. The Company develops, produces, owns, operates and franchises quick service "double drive- thru" restaurants.
About the Indianapolis Motor Speedway
The Indianapolis Motor Speedway was built in 1909 and is the international leader in motorsports entertainment. Home since 1911 to the Indianapolis 500, the world's largest single day sporting event, the Speedway also hosts the Brickyard 400 NASCAR NEXTEL Cup race and the United States Grand Prix Formula One race. The Speedway property includes the Hall of Fame Museum, the Brickyard Crossing 18-hole championship golf course and the Brickyard Crossing Inn.