Dog Haus announced a new partnership with YouTuber and actor Jake Paul, who will both become a Dog Haus franchisee and sit on the board of directors for the brand alongside his manager, Nakisa Bidarian. Additionally, the fast-casual burgers and hot dogs brand will act as a branding partner for the upcoming fight match between Paul and boxing legend Mike Tyson, which is scheduled to take place on Nov. 15 at AT&T Stadium in Arlington, Texas.
“Jake made his way into one of our restaurants while he was in Texas, actually in the lead up to the original fight date,” Michael Montagano, CEO of Dog Haus, told Nation’s Restaurant News. “He liked the experience and what he ate, and he posted on social media asking who the owners were and that he’d like to talk to them.… When a once in a generation talent hits you up on social media, you take notice.”
Paul will help to drive creative vision for Dog Haus and has also signed a 25-unit franchising agreement with the brand, with plans to begin by opening four restaurants in Texas – across Dallas, Houston and San Antonio – and then expand into Florida and Puerto Rico. These initial store openings will all be opening their doors in the lead-up to the highly anticipated boxing match, with grand opening parties at each.
In leading up to the big fight, Dog Haus will also roll out customer deals, offer potential meet and greets, and host “Fight Night Haus Parties” at every Dog Haus location nationally on Nov. 15. Paul will also announce a new Dog Haus menu item that he helped to create: wings tossed in a special sauce called the “El Gallo Sauce”—a nod to Paul’s fighting name in the ring, “El Gallo del Dorado” (the Fighting Rooster of Dorado).
Although it’s not uncommon for restaurant brands to initiate marketing partnerships with social media influencers, Paul will be involved in a much bigger way than a typical branding relationship.
“What is most compelling about the partnership and what ultimately led us to be so enthusiastic about this deal with Jake is that it was predicated very little on his celebrity,” Montagano said. “It really is based on his ideas and has evolved from him going into one of our stores and being excited about our food to becoming a partnership based on marketing initiatives, franchising, and overall brand strategy.”
Montagno added that Paul brings a lot of younger energy and perspective on what Millennial and Gen Z customers would want, and how to stay engaged with those younger demographics.
“Paul will be the largest franchisee in our system, and we anticipate collaborating together to help improve our brand,” Montagano said. “What’s going to help take our brand to the next level as we strive as a national company is not only to open up more stores, but also to open our brand to new and exciting experiences within the store and in new markets.”
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