Optimizing a Restaurant Chain’s Marketing Budget Achieving ROI
A metro, multi-location restaurant group was struggling with low guest counts. With a limited marketing budget, it needed to identify a solution to get more customers into its locations at certain hours.
- Increase quality website traffic, reservations, phone calls, and web searches
- Develop programmatic and social retargeting campaigns for quality site traffic
- Build and target customized campaigns to specific look-alike audiences
- Experiment with and optimize unique messaging
The Strategy
We created an integrated marketing plan across paid and organic channels to help our clients increase digital awareness and foot traffic into their multi-location restaurant chain. We began by revamping the client’s digital assets, starting with a new, mobile, search-optimized website. We also developed new creative and content for rich digital media and display advertisements and updated and refined the client’s online listings across 100+ 3rd party directories.
Based on digital and in-restaurant user experience sentiments, we refined first and third-party data targeting strategies and deployed paid and organic content across key social channels. We also utilized hyper-local and geo-pulsing programmatic and mobile campaigns and performed a data-driven revamp of the client’s pre-existing paid search strategy.
Over the years, I have worked with several digital marketing firms, and no one can compare them to PIN Business Network. I have a phenomenal Account Manager who keeps me up to date on our accounts, regularly analyzes the performance of our online campaigns, and continuously tweaks our campaigns to maximize our exposure.
The Results
By optimizing the client’s budget but not increasing it, we achieved a 13% increase in guest counts. Additionally, monthly reservation form fills via the client’s newly optimized website more than doubled, while those completed via mobile more than tripled. An overall increase in monthly website traffic of 80% was also achieved.