Overview
Mr. Hero, a Cleveland-born sub sandwich chain renowned for its signature Romanburger® and Hot Buttered Cheesesteak™, has been a Northeast Ohio staple since 1965. Partnering with AMDG, a family-owned marketing agency based in Cleveland, Mr. Hero has solidified its dominance in the local market, growing from 78 to over 120 locations and boosting single-store sales across the board. Through strategic outdoor advertising, radio campaigns on all major Cleveland networks, local celebrity endorsements, in-game marketing with the Cleveland Cavaliers, cutting-edge digital campaigns, and integrated marketing efforts to push the new mobile app, AMDG has helped Mr. Hero thrive against national fast-food giants like McDonald’s. This case study showcases how AMDG’s innovative, multi-channel approach and longstanding partnership with the Mr. Hero team transformed the chain into a regional cornerstone.
Background
Founded in 1965, Mr. Hero revolutionized Cleveland’s dining scene with its unique “hero” sandwiches, including the iconic Romanburger®—a sub-burger fusion that’s become a local legend. When AMDG began working with Mr. Hero, the chain operated 78 locations and faced intense competition from national fast-food chains. With years of marketing expertise and a deep understanding of Cleveland’s media landscape, AMDG was uniquely positioned to amplify Mr. Hero’s local identity, drive expansion, and enhance customer engagement. Over two decades, AMDG has built an extremely healthy and long standing relationship with the entire Mr. Hero team, fostering a collaborative partnership that drives consistent results.
The Challenge
Mr. Hero aimed to:
- Expand locations across Ohio, targeting Northeast Ohio, Toledo, Columbus, and Akron.
- Increase single-store sales in a competitive fast-food market dominated by chains like McDonald’s, Wendy’s, and Subway.
- Strengthen brand loyalty and visibility in Northeast Ohio’s crowded dining scene.
- Develop a digital presence, including a mobile app and targeted online campaigns, to compete with national chains’ rewards programs.
- Maintain its authentic, local identity as “Cleveland’s sandwich shop.”
The challenge was to craft a marketing strategy that would drive measurable growth, enhance customer engagement through digital and traditional channels, and position Mr. Hero as a formidable competitor while preserving its regional charm.
Strategy
AMDG developed a dynamic, multi-channel marketing strategy to elevate Mr. Hero’s brand and support its ambitious goals. Key elements included:
- High-Impact Outdoor Advertising
AMDG leveraged outdoor advertising, including billboards and transit ads, to dominate Northeast Ohio’s visual landscape. Bold campaigns featuring the Romanburger® and Hot Buttered Cheesesteak™ were strategically placed in high-traffic areas, driving store visits and reinforcing Mr. Hero’s share of voice. - Radio Campaigns on Major Cleveland Networks
AMDG executed high-energy radio campaigns across all major Cleveland networks, including iHeartRadio, Audacy, and local stations like WNCX and WMMS. These ads, featuring catchy jingles and promotions, reached a wide audience, boosting brand awareness and driving foot traffic to Mr. Hero locations. - Local Celebrity Endorsements
Capitalizing on Cleveland’s pride, AMDG secured endorsements from local sports figures and media personalities to amplify Mr. Hero’s authenticity. These endorsements, featured in radio, TV, and digital spots, resonated with Northeast Ohioans, boosting brand affinity and credibility. - In-Game Marketing with the Cleveland Cavaliers
AMDG partnered with the Cleveland Cavaliers to integrate Mr. Hero into in-game promotions, including scoreboard features, sponsored giveaways, and fan engagement activations. These efforts tapped into Cleveland’s passionate sports culture, increasing brand visibility among thousands of fans at games and through broadcasts. - Digital Marketing and Programmatic Advertising
AMDG spearheaded Mr. Hero’s digital strategy, managing the chain’s website to ensure a seamless user experience and deploying localized, geo-targeted programmatic ads. These data-driven campaigns targeted specific customer segments in Northeast Ohio, Toledo, Columbus, and Akron, driving foot traffic and online orders with precision. - Mr. Hero App Development
To compete with national chains like McDonald’s, AMDG supported the development and promotion of the Mr. Hero mobile app, featuring a rewards program where customers earn 1 point per $1 spent, redeemable for free sandwiches and sides, plus BOGO offers and birthday rewards. AMDG’s campaigns drove app downloads, enhancing digital engagement and customer loyalty. - Community-Centric Branding
AMDG emphasized Mr. Hero’s Cleveland roots, highlighting its commitment to quality and community. Campaigns featured customer testimonials and initiatives like the Mr. Hero Local Hero’s Campaign, which celebrated local heroes and supported organizations like the Cleveland Rape Crisis Center.
Data-Driven Expansion Support
AMDG conducted targeted campaigns for new openings, including radio, digital, and outdoor ads, drove awareness and foot traffic, ensuring successful launches and consistent sales growth.
Results
The partnership between AMDG and Mr. Hero delivered transformative outcomes:
- Expansion Success: Mr. Hero grew from 78 to over 120 locations, a 54%+ increase, expanding into Toledo, Columbus, and Akron while strengthening its Northeast Ohio stronghold.
- Single-Store Sales Growth: AMDG’s campaigns drove consistent sales increases across all locations, with some stores reporting over 25% year-over-year growth, fueled by radio, digital, and app-driven loyalty.
- Brand Visibility: Mr. Hero’s decades-long Cavaliers sponsorship, including in-game ads during the 2015-2018 championship runs, plus outdoor, radio, and geo-targeted digital campaigns, boosted brand recall to an estimated 90% among Northeast Ohio residents, solidifying Mr. Hero’s status as a local icon.
- Digital Engagement: Fueled by AMDG’s strategic campaigns, the Mr. Hero app has garnered over 143,000 downloads within two years of launch, driving significant customer engagement and brand loyalty.
- Strong Partnership: AMDG’s 20+ year relationship with the Mr. Hero team fostered a collaborative, results-driven partnership that continues to drive success.
Conclusion
AMDG transformed Mr. Hero into a household name in Northeast Ohio’s fast-food scene through strategic outdoor advertising, radio campaigns on all major Cleveland networks, local celebrity endorsements, in-game marketing, and innovative digital strategies, including geo-targeted programmatic ads and website management. By driving growth from 78 to over 139 locations, boosting single-store sales, and launching a competitive mobile app, AMDG empowered Mr. Hero to compete with national giants while staying true to its Cleveland roots. This partnership showcases how a family-owned agency can deliver big results through creativity, collaboration, and a deep connection to the local market.
“Dan and Candyce are some of the most amazing and genuine people I have ever known, always going the extra-mile to ensure our partnerships truly benefit our business. AMDG truly understand the business and how to effectively market to our customers. We utilize their services for Radio, TV, Outdoor, Digital, Social and More. AMDG’s guidance is unmatched with them always aiding in the best direction for our company and I couldn’t imagine our business thriving without them!”
Tammy Owens
Mr. Hero, Director of Marketing
