A Restaurant Direct-to-Consumer Case Study

I’ve been working with the good folks at a restaurant in Los Angeles on a few campaigns and promotions. We came to them with a plan for how to leverage the online activity that was occurring around the rise in popularity of the restaurant.

The restaurant had a decent Twitter and Facebook presence as well as a good amount of traffic to their website. After talking with the owners of the restaurant we found that data wasn’t being collected from these ‘fans’ and patrons of the restaurant.

We set out to do two things. 1) set up a email address and patron data capture method and 2) create something exciting and fun for the restaurant’s community to purchase.

After building a substantial email list organically by placing capture widgets on the website, we did a promotion to sell one of the restaurants most tasty products.. We developed a story around the product and set up a Special Offer page on the restaurant’s website.

Using Twitter, Facebook and the email list we drove awareness and traffic towards the special offer page on the website. This resulted in expected conversion from visitors to purchasers of the product.

This exemplifies a way for restaurants to please customers and give them something new and interesting. The campaign also showed that non-traditional special offers coupled with appropriate digital marketing channels can result in a benefit to a restaurant’s bottom line and awareness.