Steak ‘n Shake’s sponsorship with Graham Rahal compelling

Graham Rahal has seemingly owned the spotlight on racing in Indianapolis this month, particularly with the casual fans. Founded in Illinois and with their headquarters in Indianapolis, Steak ‘n Shake is the primary sponsor of his No. 15 Honda car for Rahal Letterman Lanigan Racing.

I honestly can’t remember a more fitting and memorable sponsor for an IndyCar, especially in the Indy 500. His ride is bright read with the logo splashed on either side. It looks fantastic and cannot be mistaken.

Rahal’s team won the Firestone Pit Stop Performance Award for the fastest time during the Grand Prix on May 9th.

Steak ‘n Shake is only on board for a half-dozen races but due to the overwhelming popularity and success, the 26-year-old American hopes it’ll turn into something even larger.

“Their activation, their use of activation, the success we’ve had on the track, it’s … worked out perfectly so far,” Rahal said. “I genuinely hope we can get them on (for) a full season and keep it going because I think a lot of people are seeing the power of it, and I think Steak ‘n Shake is seeing its sponsorship does actually work.

“Everybody’s very happy,” he added, referring to corporate executives. “Very happy.”

Good Morning Indy! Check out the great signage at the downtown @steaknshake offices. @indycar @ims #indy500 pic.twitter.com/Qd4JZ6PNiW

— RLL Racing (@RLLracing) May 21, 2015

Rahal will start 17th in Sunday’s race, his eighth Indianapolis 500. His best finish, third, came in 2011 and he’s been unlucky more often than not. Rahal has had a clean race and completed all 200 laps in just three of his previous seven 500s.

As always, he’ll be suiting up — along with the other drivers, as required. But he suggested to the team’s marketing guru to take it up a notch and do something funny.

Graham Rahal’s sharp look for the Indy 500. [Photo: Chris Owens/IMS]

The result is Rahal in a fire suit that resembles a waiter at Steak ‘n Shake. Again, they’ve got to be very pleased.

Rahal’s enjoyment isn’t the best part. The restaurants’ marketing team has done an admirable job of adding value by investing more than just corporate dollars. They have ladies passing around shakes at the track; Graham has appeared a local restaurants and they’ve put up signs and sent blasts on social media to boost the campaign.

“We need more sponsors that I could sell to you because that’s how you get your ROI [return on investment] directly,” Rahal said of sponsorships in the Verizon IndyCar Series. “The amount of fans that have eaten at Steak ‘n Shake is ridiculous because I get blown up on Twitter every single day, which is awesome.

“I didn’t see that with National Guard. I didn’t see that with McDonald’s. I didn’t see that with anybody else that I’ve been associated with and that is cool.”

The 99th Running of the Indianapolis 500 will air nationally on ABC for the 51st consecutive year, and that’s where the restaurant will get much of the desire publicity. Instead of being satisfied, they took it to another level and have set a new standard for a successful sponsorship through tie-ins, activation, and a driver that is committed.

Rahul believes there’s a lot more interest in the sport and that will only help convince executives to invest and market their companies in IndyCar, thus further boosting the health of the sport.

(A sample of the tweets Graham has received throughout the month:)

Damn good shake dude @GrahamRahal just don't drink this thing before the race lol pic.twitter.com/vPN6VCUOni

— Nick Robbearts (@nrobbearts) May 20, 2015

Sits down at the counter in Steak 'n Shake. Waitress asks "what can I get you".."give me the @GrahamRahal". She says "I'd like summa that 2"

— Jason (@Breakingfree086) May 20, 2015

Just watched the #500Parade & now we are at @SteaknShake because of @GrahamRahal pic.twitter.com/FpgbqR71xm

— Jason Hammer (@jasonalanhammer) May 23, 2015