Restaurant marketing case study:

400% revenue increase

Main KPIs

  • Revenue: 400% increase
  • Impressions: 451,212
  • Video views: 70,799
  • Cost per view: $0.02
  • Leads: 60
  • Cost per lead: $4
  • Cost per landing page view: $0.46

About KAE Sushi

  • KAE is a fusion restaurant that blends flavors from traditional Japanese cuisine with local Miami favorites. It has locations in Coral Gables and South Miami.

Challenges

Before implementing our strategy, KAE faced two main challenges:

  • Reaching out to new customers
  • Retaining current customers

Solutions

We used the following solutions to expand KAE’s customer base and improve customer retention:

Mailers

We sent out a coupon with a special offer to 10,000 homes. This increased brand awareness and spread the word about the opening of a new location. From the campaign, we saw a 10% customer return.

Influencer marketing

We invited popular local foodies and influencers to media dine events at KAE. We also ran various influencer campaigns with them to grow KAE’s organic social media presence.

@elgeorgeharris

1.4M

@roxanagarciatv

55.5K

@lifestyle_mia

977K

Ad campaigns

We ran social media and Google ad campaigns.

  • Social media paid advertising strategy

        – Instagram: Ran a retargeting campaign with a coupon for users who had previously engaged with the KAE Instagram account.

This strategy rewarded users who had liked or commented on our photos.

        – Facebook: We posted a video of our chef cooking KAE’s amazing food. We’ve learned that cooking videos work well for restaurant advertising.

Then, we ran a retargeting campaign to show a coupon to users who viewed more than 50% of the video.

To redeem the coupon, users had to enter their email. Our paid social media ads helped us build KAE’s email list, which is an excellent marketing channel for restaurants.

We ran another retargeting campaign on Facebook to show a coupon to users who had visited the KAE website. To create a sense of urgency, we set an expiration date for the coupon and changed it every week.

        – Yelp: We used Yelp’s targeted local ads to reach customers within a 5-mile radius of each KAE location.

  • Google Adwords

        For Google ads, we targeted: Close proximity radius for both KAE locations Relevant search keywords like “sushi near me,” “sushi restaurant”, “sushi place”, etc…

Sushi in-market audiences

Past website visitors

We also created a remarketing list to continue to show ads to users in display or search

With the emails we collected from ad campaigns, we continued to market to potential and current customers by sending weekly eblasts. We achieved twice the industry average for open and click rates.

Delivery platform campaigns

We leveraged the available marketing campaigns within UberEats, Grubhub, and Postmates

Digital coupons

We placed digital coupons on Google and Yelp so users researching KAE on those platforms could receive special offers.

Ad campaigns

a. Social media paid advertising strategy

      1. Instagram: Ran a retargeting campaign with a coupon for users who had previously engaged with the KAE Instagram account.

        This strategy rewarded users who had liked or commented on our photos.
      2. Facebook: We posted a video of our chef cooking KAE’s amazing food. We’ve learned that cooking videos work well for restaurant advertising.

        Then, we ran a retargeting campaign to show a coupon to users who viewed more than 50% of the video.

        To redeem the coupon, users had to enter their email. Our paid social media ads helped us build KAE’s email list, which is an excellent marketing channel for restaurants.

        We ran another retargeting campaign on Facebook to show a coupon to users who had visited the KAE website. To create a sense of urgency, we set an expiration date for the coupon and changed it every week.        
      3. Yelp: We used Yelp’s targeted local ads to reach customers within a 5-mile radius of each KAE location.

b. Google Adwords

      1. For Google ads, we targeted:
        • Relevant search keywords like “sushi near me,” “sushi restaurant”, “sushi place”, etc…
        • Sushi in-market audiences
        • Past website visitors

We also created a remarketing list to continue to show ads to users in display or search

With the emails we collected from ad campaigns, we continued to market to potential and current customers by sending weekly eblasts. We achieved twice the industry average for open and click rates.

Results

Using our solutions, we acquired 1,066 new Instagram followers for KAE within 60 days.

Beginning of June: 16,821

End of July: 17,887

The account’s posts reached 200,642 people and received 594,966 impressions. Additionally, 32% of the account’s followers live in Miami, which is the ideal location to attract customers for KAE.

KAE’s revenue increased by 400% since the beginning of the campaign.

KAE skyrocketed its revenue by investing in marketing. If you want to achieve success for your own business, contact us to receive a quote.