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Wienerschnitzel creates Visionary Department to focus on millennials

November 6, 2014

In an effort to expand marketing reach to a younger audience, Wienerschnitzel has established its new Visionary Department. In a news release, the company describes the Visionary Department as "a forward-looking marketing division dedicated to building brand loyalty among younger generations."

The department will focus entirely on engaging younger customers and will be led by Chief Visionary Officer J.R. Galardi, the 25-year-old son of the brand's late founder, John Galardi. The company said that Wienerschnitzel's current customer base is primarily made up of baby boomers.

The Visionary Department will utilize social media, strategic partnerships, digital marketing and event sponsorships, and will also place a heavy emphasis on corporate responsibility.

"Wienerschnitzel will always be a family business, and I am proud to continue my father’s legacy and build upon his foundation in a way that will benefit both the company and our future fans," Galardi said in the release. "The goal of the Visionary Department is not to change our marketing direction, but to expand it to include customers 30-to-40 years from now."

As part of this initiative, Wienerschnitzel teamed up with local Orange County specialty clothing lines, Ethika and Yea.Nice, as a sponsor of Tilly’s Breaking Point Lounge at the 2014 Vans US Open of Surf; and recently signed on as a sponsor and the official hot dog of Joe Gibbs Racing Motocross. A newly formed street team and company-wrapped van – called the "Wiener Wag" – can now also be spotted around Southern California, and soon the country, participating in events and giving away Wienerschnitzel merchandise.