Mailbox to Mainstream
El Floridita Becomes a Celebration Destination
Client: El Floridita Natural Organic Kitchen
Location: Miami, Florida
Services Provided: A well-regarded Cuban restaurant in Miami, appreciated for its vibrant atmosphere, authentic dishes, and deep community roots.
OBJECTIVE
Significantly increase weekly and weekend diner traffic, attract new local customers, and foster community loyalty, without over-relying on traditional digital advertising. The restaurant sought a warmer, more personal, and compelling strategy, aiming to establish itself as the go-to celebration destination through a personalized direct mail campaign that delivered a birthday promotion right at the opportune moment.
STRATEGY & EXECUTION
The Birthday Mailer Campaign
The strategy involved tapping into a special moment in every customer’s life their birthday rather than sending generic promotions.
1. Targeted Data & Delivery
- Pulled lists of residents with upcoming birthdays within a 3–5 mile radius of the restaurant.
- Mailed postcards to thousands of locals 2 weeks before their birthday to spark excitement and give them time to plan a celebration.
- Ensured demographic fit: foodies, families, and Latin households most likely to appreciate Cuban cuisine and the El Floridita experience
2. Mailer Design & Messaging
A bright, celebratory birthday card was designed with:
- A “FREE birthday entrée or dessert” offer.
- A message inviting them to celebrate their special day at El Floridita.
- A QR code and phone number for reservations.
- Bilingual copy (English + Spanish) to reflect the local audience.
- An optional “Bring 3+ guests and receive a bottle of wine or pitcher of sangria” offer to drive group reservations.
3. Offer Tracking & Follow-Up
- QR codes linked to a birthday offer landing page with an optional reservation form.
- Staff were trained to ask customers if they received the birthday postcard at the point-of-sale.
- Birthday visitors’ emails and phone numbers were collected to nurture them into long-term loyalty (future promos, holiday events, etc.)
RESULTS
- 2,500+ birthday postcards mailed per month.
- 23% redemption rate well above the industry average.
- Over 500 birthday parties booked in the first 3 months.
- $72 average check size for birthday celebrations (30% higher than the average ticket).
- 35% of birthday guests became repeat customers within 60 days.
- Dozens of new 5-star reviews mentioning “celebrated my birthday here!”.