Some 4 million U.S. moms are now blogging, and many say they've been thwarted in their efforts to cover restaurants because the companies they reach out to don't respond. Making the effort can pay off in free marketing, as Moe's Southwest Grill discovered when its effort to connect with mommy bloggers brought about 5 million impressions. Last year, the chain formed the Moe's Blogger Advisory Council, marketing director Lauren Barash said. "We found bloggers who had a high level of influence but who also happened to be big Moe's fans."

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