The company evolved its slogan from 2007, "Get lost in the taste," building on the concept of "taste" with the word "flavor."
As part of a guerilla marketing campaign, the company placed the messaging, "Chilitown USA" on billboards at various gateways to the city and its attractions.
Another part of Gold Star's guerilla marketing campaign was to celebrate Cincinnati-style chili and National Chili Day, Feb. 28. The company held giveaways in different locations with its new ChiliMobiles.
Gold Star’s new mobile serving units are dubbed ChiliMobiles and feature a full kitchen that serves the full product line. The five units are wrapped in Chilitown USA and Gold Star messaging to market the brand.
The mobile serving units also serve as marketing tools for the brand's retail products, a line of frozen and shelf-stable menu items sold in grocery stores in the Greater Cincinnati market.
Gold Star's marketing also includes digital signage at Paul Brown Stadium, home of the Cincinnati Bengals pro football team.
Gold Star shared its new messaging with franchisees via its company newsletter, which is printed and distributed quarterly to franchisees and internal Gold Star Chili corporate staff. Nearly all of the chain's 96 stores are franchised.
Gold Star raised sales and transactions over the prior year with its $5 combo meal value promotion. Charlie Howard, Gold Star director of marketing, said that the company will rotate $5 promotions throughout the year.
Gold Star's current promotion is the Coney Crate, a popular take-home menu item, featuring 10 cheese coneys for $12.99.