Those of you in the restaurant chain or franchise business may enjoy the details of this successful restaurant promotion executed by Doug Reifschneider. Doug was Vice President of Marketing at Pita Pit at the time, but recently joined Chief Outsiders as a fractional CMO.
The promotion involved six Pita Pit restaurants located in Northern Idaho and the Spokane area who agreed to pool funds to test a cooperative advertising program. The test included a guerrilla radio advertising tactic, print, social and email support with offers to encourage trade-up and increase party size.
Pre-Post Net of Control (PPNOC), also known as double-gap analysis, was used to analyze the test promotion. The promotion achieved a 3.78 ROI due to the market outperforming the system by 10.8 percentage points. The test exceeded expectations and proved:
Ownership of the six Pita Pit restaurants in the Spokane MSA (Metropolitan Survey Area) located in Spokane county in WA and Kootenai County, ID agreed to advertise collectively and test a guerilla radio marketing tactic.
Budget: $12,000 for 12 weeks or about $166.67 / restaurant / week
Timing: Tuesday, October 2, 2018 thru Tuesday, December 18, 2018
It was determined to analyze the test using Tuesday sales, weekly sales, deals sold and ROI. A significant ROI was achieved!
The highlights include:
Print - Inlander Newspaper Ad: Inserted on 10/18, 11/21 & 12/6
Social - Posts on Facebook beginning 11/6, skipped 11/13 and every Tuesday thereafter
Email - Emails distributed to area subscribers on 11/6, skipped 11/13 and every Tuesday thereafter except the last email went out on 12/18 - Tuesday.
Local marketing - Included B2B marketing, a new manager, contacting athletics visiting teams, emails to chamber members, flyers to close neighborhoods, targeted bouncebacks for app download, delivery and pickup, banner advertising and aggressive selling to existing customers.
Operations - Operational instructions specified everything each restaurant team needed to get started on the promotion, including who, where, why, when, what and how details as well as upsell tips.
After 12 weeks, the promotion had achieved a 3.78 ROI due to the market outperforming the system by 10.8 percentage points. The test exceeded expectations and proved that Pita Pit suffered from low brand awareness and traditional radio still works if used properly.