A restaurant group with fifteen locations nationwide including seven brands was experiencing a decline in covers, revenue and overall profit. They were unclear about the impact of their marketing investment.
32%
Increase In Covers
28%
Increase In Revenue
44%
Decrease In Marketing Spend
About The Client
Industry: Hospitality - Restaurant & Bar
Company Size: 15 locations, 7 brands
Location: Nationwide
Focus: Competitive Intelligence, Analytics, General Marketing, Website Design, Finance & Digital Marketing
Challenge
A restaurant group with fifteen locations nationwide including seven brands was experiencing a decline in covers, revenue and overall profit and was unclear about the impact of their marketing investment. They were experiencing both year over year and month over month declines and weren't sure what to attributed the declines to. They lacked competitive intelligence in all markets and the majority of their marketing efforts weren't being tracked so they didn't know which investments had the highest impact and which investments were the least profitable.
Solution
A marketing research project was launched to identify competitors and gather data surrounding shifts in their business operations as well as other factors that could be impacting the restaurant group. The trackability and ROI of current marketing efforts was analyzed. Analytics dashboards were created along with a historical timeline of events. All of this data was leveraged to determine factors attributing to crucial business metrics. A marketing strategy was then developed with a focus on digital marketing to address the challenges identified including SEO, SEM, Influencer and social media offer components for financially sound, highly trackable marketing.
Results
32% increase in covers nationwide with a 28% increase in overall revenue and a decrease of 44% in marketing spend.
Who is this company?
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