Regional Restaurant Brand

The Perfect (Digital Marketing) Recipe

Fully-Functional Automated Marketing Strategy Development and Management

THE BUSINESS

This Regional Restaurant Brand is a chain of family style restaurants founded and headquartered in Columbus, Ohio. They own and operate 480 locations in 18 states, primarily in the Midwest, mid-Atlantic, and Southeast regions of the United States.

THE PROBLEM

In recent years, the restaurant industry has shifted from seated dining to online ordering and takeout. These shifts are driven by changes in customer circumstances and preferences. This Regional Restaurant Brand wanted to reach new customers on digital channels, while still connecting with their loyal dine-in customers.

THE SOLUTION

Futurety analyzed site traffic, transactions, and customer orders, examining over 100 million customer records. This enabled them to develop targeted strategies for various audience segments and marketing channels. They prioritized a younger customer segment open to new dining experiences and family orders. With this insight, the Regional Restaurant Brand optimized digital marketing on Facebook, Instagram, and Google Search to connect effectively with new audiences.

THE RESULTS

Facebook and Instagram ad campaigns were designed to increase awareness of Family Dinner offers, and Google ad campaigns were designed to promote to-go and delivery options. Ongoing campaign performance analysis found that key target audiences were most active, and most easily reached, on Facebook and Instagram. In this case, social media marketing enabled this regional restaurant brand to increase brand awareness and, through remarketing, to reconnect with users we initially reached through other online channels. Google Search ads targeting allowed this brand to increase transaction/purchase volumes by connecting with the customer during their time of need. 

Google Ads | Campaign Metrics to Goal – 2019

With targeted Google Search and Display ads, Futurety was able to increase the number of clicks on ads by over 280%, leading to an increase in purchases and a higher purchase rate. This drove down the Regional Restaurant Brand’s ad cost per purchase, making paid search ads an efficient and lucrative means of driving conversions.

Percent change year over year

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Increase in Clicks

Purchases for 2019

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Increase in Purchases

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Cost-Per-Purchase Decrease

Facebook & Instagram Ads | Campaign Metrics – 2019

 

Percent change year over year

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Increase in Impressions

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Increase in Reach

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Increase in Clicks

Increase in Purchases ($)

Futurety used Facebook and Instagram ads to reach the new customer segment on social media. Strategic targeting enabled increases in the number of impressions on the ads, the number of people reached, and the number of clicks on ads. In combination, this contributed to an increase in the number of purchases attributed to these paid marketing channels.