By Brett Thomas, Owner – Jambalaya Marketing, New Orleans, LA
Let’s be honest. Watching a national chain roll into town and scoop up local customers is like watching your ex show up to your favorite bar with someone who looks just like you—but taller, richer, and with a much shinier logo. And yes, they’ve got a bigger marketing budget. But that doesn’t mean local businesses can’t fight back. In fact, with the right moves, they can win. And they don’t even need a fleet of corporate-approved sandwich boards to do it.
As someone who runs a New Orleans-based ad firm—Jambalaya Marketing—I’ve spent a good chunk of my life helping local businesses go head-to-head with national chains. I’ve seen mom-and-pop mechanics outrank corporate tire centers. I’ve watched po-boy shops outsell fast-food giants. I’ve helped family-owned contractors take over neighborhoods that used to be run by national franchises. It’s not magic. It’s just local strategy served hot.
Let’s start with the facts. National chains usually have two things: money and templates. What they don’t have is soul. And if there’s one thing Louisiana knows better than anywhere else, it’s how to lead with soul. That’s the weapon. That’s the secret sauce. But you’ve got to know how to serve it up online, in print, on the radio, and yes—even on that weird LED billboard on Veterans that keeps glitching during thunderstorms.
The first mistake local businesses make is thinking advertising has to look and sound corporate to work. False. Around here, nobody wants a commercial that feels like it was written in a cubicle in Ohio. They want something real. Something with flavor. Something that doesn’t sound like it was AI-generated by a guy who’s never eaten crawfish.
The beauty of being local is being local. That means tying ads to Saints games, fishing trips, Mardi Gras floats, second lines, potholes, hurricane prep, daiquiri stands, and that one uncle who always knows a guy. Big brands can’t do that without it feeling forced. But local businesses can. That’s the edge.
Now let’s talk money. National chains can outspend a small business before lunch. But outsmarting them? That’s a different game. Local ad budgets don’t need to be huge—they need to be focused. A billboard in the right spot, at the right time, with the right message, can do more than a dozen generic TV spots. A well-placed Google ad with hyper-local targeting can show up right when someone’s looking for what’s offered… while they’re still in their driveway.
And don’t even get me started on local SEO. Half the national chains forget that people still search things like “best shrimp po-boy near me” or “AC repair in Gentilly.” If a business isn’t showing up on that map pack—complete with reviews, photos, and hours—it might as well be invisible. The good news is, that’s fixable. It just takes a little structure, some smart content, and the patience to make Google like the website more than it likes the competition’s.
Another overlooked tool: radio. That’s right, people still listen. In the car, in the kitchen, in the garage. Local voices, local humor, local rhythm—that’s what stands out. National chains usually go the sterile route: “Visit us today at 14 locations.” But the local guy can say, “We’re right next to the gas station with the crooked sign. Can’t miss us.” Guess which one people remember?
Here’s the kicker. Local businesses often forget that they’ve already won part of the battle: trust. People around here want to support local. They just need to know the business exists, what it offers, and how to find it. That’s the job of marketing. Not to scream louder than the chains, but to speak clearer, closer, and with some local flavor.
It’s also worth noting that local businesses can move faster. National chains need approval from legal, marketing, corporate HQ, and probably an intern named Derek. Meanwhile, a local business owner can decide on a Thursday to launch a weekend promo and have it live by Friday. That flexibility is pure gold if used right.
At Jambalaya Marketing, the mission has always been the same: help Louisiana businesses claim their rightful space in this noisy digital world. That means showing up where customers are—online, in print, on the road, on the radio—and doing it in a way that feels like home, not like a generic template.
So, to every local business owner watching another chain roll into town and throw up a flashy sign: don’t panic. Just plan. The tools are there. The audience is there. The culture is definitely there. What’s missing is a smart, locally flavored strategy that actually feels like it came from New Orleans—not from a brand manual approved in Chicago.
Marketing isn’t about being the loudest. It’s about being the clearest, the closest, and the most remembered.
And if the national chain wants to outspend everyone in town trying to sell gumbo-flavored pizza? Let ‘em try.
That’s not a fight. That’s just entertainment.
