“” Optimizing a Restaurant Chain's Marketing Budget Achieving ROI - PIN Business Network

Optimizing a Restaurant Chain’s Marketing Budget Achieving ROI

Posted inCase Studies, Marketing, Restaurants

The Problem

A metro, multi-location restaurant group was struggling with low guest counts. With a limited marketing budget, it needed to identify a solution to getting more customers into its locations at certain hours.

Increase quality website traffic, reservations, phone calls, web searches

Develop programmatic & social retargeting campaigns for quality site traffic

Build & target customized campaigns to specific look-alike audiences

Experiment with & optimize unique messaging

The Strategy

In order to help our client increase digital awareness and foot traffic into their multi-location restaurant chain, we created an integrated marketing plan across paid and organic channels. We began by revamping the client’s digital assets, starting with a new, mobile, and search-optimized website. We also developed new creative and content for digital rich media and display advertisements as well as 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 both paid and organic content across key social channels. We also utilized hyper-local and geo-pulsing programmatic and mobile campaigns as well as 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 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.”

Christina C.

The Results

By optimizing the client’s budget but not increasing it, we were able to achieve 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.