Joe’s Crab Shack uses spoof to promo menu items

Joe’s Crab Shack has become the latest restaurant chain to team up with Comedy Central to produce a web-only video.

The promotional video, titled “Every crab has its legs,” spoofs ’80s hair-metal bands and the song “Every rose has its thorn,” by the band Poison.

Longer than the traditional 30- or 15-second television ad spots, the minute-long video gives the chain an opportunity to promote more than one menu item in a single package, including its king crab legs and Steampots.

Houston, Texas-based Joe’s Crab Shack has 119 units. In May, parent company Ignite Restaurant Group Inc. said it was planning an initial public offering valued at $ 75 million.

Contact Marcella Veneziale at marcella.veneziale@penton.com.

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