Recipe to Keep 7 Location Restaurant Open During Covid
- 1 part Delivery Orders
- 1 part Data Analysis
- 1 part UX
- 3 Media Channels
- Dash of creativity
Keep a seven restaurant chain cooking by replacing lost dine-in revenue with online orders.
When faced with unprecedented business restrictions during the pandemic, restaurants had to quickly figure out new ways to stay afloat even while businesses had to close temporarily, and customers stayed quarantined at home. Luckily, there was still a demand for takeout and delivery and a desire to support local restaurants in the community.
We may not be experts in the kitchen, but we know how to use engaging and innovative restaurant marketing strategies to attract more consumers.
Our Recipe for Success
Combining data from Facebook and Google Analytics allowed us to identify our target audience better and more effectively market the restaurant’s food and unique flavors to the right people.
We deployed a full-funnel media mix model to deploy branded and non-branded creative, allowing us to reach more new and existing customers. We used paid display for greater reach and more granular targeting, paid social for enticing and engaging audiences, and finally, paid search to increase lower-funnel conversion.
The result was an engaging, multichannel campaign that built a brand identity around the restaurant’s culture, employees, customers, and ingredients, the key to attracting new and existing customers. Using a combination of different media types (video, UGC-type creative, and static photos) made the campaign more enticing. At the same time, the bottom of the funnel tactics turned that interest into orders.
In such uncertain times, we were committed to lessening the burden of closures, capacity restraints, and customer anxiety on the restaurant owners and staff by generating significantly more online revenue.
ROI from Google
ROI from social channels
higher overall reach
higher share of impressions
lower cost per purchase
Not only did we exceed campaign and revenue goals, but in the process, we accomplished a few other things. We made the online ordering experience easier for customers, which reduced order abandonment. And we connected front and back of house systems with our campaign dashboard to confidently predict incremental revenue gains by marketing spend.