CoreLife Eatery's Healthy Mission is Ready to Go Big
The challenge
Davis knows CoreLife’s 21-day challenge works because he did it himself. Since last year’s event, he’s down about 40 pounds.
The idea started organically, he says, with Mansfield as the architect. Davis was a bit hesitant at first because he wasn’t sure about a restaurant company doling out health advice. But as more stores opened, feedback flooded in. People who have lost 20, 30 pounds in a couple of months. Things of that nature. “It was coming in, every location we opened,” Davis says. “It happened so often we thought maybe it’s happening even more than we know.”
Organizing something official was really about becoming a resource for customers, he adds. Being able to guide them through the bad days to the other side.
CoreLife created meal bundles and introduced, this year, the idea of intermittent fasting, along with diet and exercise plans. It launched an entire marketing effort around gathering and sharing customers’ success stores. Tebow, a former Heisman Trophy winner, recorded videos giving positive affirmations to guests and CoreLife used his commitment to living a healthy lifestyle to encourage others.
Basically, it’s a step-by-step calendar that sparked a community in the process. Here’s a look at what it entails.
CoreLife has refined the challenge over the past three years. The 2019 edition was the first time it offered a meal bundle that gave discounts to diners willing to try. They could purchase the bundle and eat in-store or take it home.
“For us, development of the meal bundles solved the challenge of ‘How can we help’ rather than ‘What’s in it for us,’” Mansfield wrote in a QSR piece.
He noted that 91 percent of its participants this year said they would do it again. Hundreds of testimonials came in saying they were sleeping better, cholesterol was down, and other positive outcomes. Positively for CoreLife, much of the sharing popped up on social channels. When someone signed up for the challenge, they were given the option to also join CoreLife’s Facebook page to swap ideas and talk about milestones with other participants.
Mansfield said about 10 percent of the people opted in for the Facebook element. “What was more encouraging was that our members started to advocate on our behalf and for our brand,” he said. “As they became more vocal, we became more silent. This was because we no longer had to defend ourselves if a customer was frustrated waiting for food or service. Our customers were coming to our defense for us.”
The challenge began with an employee who sent CoreLife a note saying he thought the brand could change his life. Coreife offered to pay for his food for a month. Twenty-seven months later, he had dropped 227 pounds.
For his part, Davis says, he’s at a better weight now than when he was a high school freshman. “It’s crazy,” he says.
“One of the first things we do is talk to people about what’s your why. Why do you want to do this? Why do you want to engage in a lifestyle change?” he says. “It really gets people connected.”
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