Restaurant Chain Launches Catalog

Moline, IL-based Heart of America, a seven-restaurant chain, has launched The Machine Shed, a 12-page catalog of steaks and other meats.

The company mailed more than 150,000 copies, about 30,000 of which were gathered from the restaurants’ e-mail lists and their point-of-sale systems, says Carmen K. Darland, vice president of marketing. Those customers received a postcard prior to the catalog mailing alerting them of the launch. On the flip side of the postcard, Heart of America provided a $5 discount coupon and a promotional code “so that we could track sales,” Darland says. The remaining 12,000 catalogs were mailed to rented names.

The meals are fulfilled by the same vendor that supplies Heart of America’s restaurants, which are located in the Midwest.

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