Checkers CEO Rick Silva went on CBS reality show Undercover Boss back in February, and he got a lot of attention when he revealed himself and shut down the fast food joint for the night.
Months later, Silva says that the appearance was a big win for Checkers.
His team estimates that his appearance on the show ended up being equivalent to about $20 million in advertising, according to Erin Dostal at Nation's Restaurant News.
“This year we’re over 5-percent positive in [same-store] sales,” he tells NRN. “This came at a perfect time for the brand. It happened serendipitously … it gave us so much [customer] awareness."
Checkers doesn't advertise nationally, so it got extra exposure in markets where it doesn't promote itself.
Check out the video of the incident that got all the attention for Silva and his brand:
