Task
Marketing Strategy for the Fish & Grill Restaurants
Challenge
The fast casual restaurant segment has outpaced the restaurant industry for several years by providing customers with a unique value proposition. A hybrid of quick-service and casual dining, fast casual concepts offer more customized and freshly prepared dishes than traditional quick service restaurants in an upscale, inviting atmosphere. The popularity of this restaurant category has created a competitive environment for franchisors.
The restaurant was reopening in about two months with relatively low brand awareness and high possibility of low load during the start period due to negative reviews.
To overcome this challenge, Fresh Fish & Grill turned to Social Media Authority with two goals: raise awareness of the brand locally to drive traffic to existing restaurants, as well as support the brand’s franchise expansion plans. In addition, the brand wanted to provide its franchisees with Facebook Ads and social media support to demonstrate the franchisor’s investment in each location’s success.
Solution
Our tactical approach included an existing customer Facebook retargeting campaign and Instagram prospecting campaign combined with social media management, engagement strategy.
A/B testing of ads, creative development: Video, JPG, PNG images and copywriting. Targeted local consumers via selected online media channels.
Launched campaign leading up to a franchise reopening, with consistent local support to keep the chain top of mind in each community.
Social Media Authority reinvigorated the chain’s Facebook and Instagram pages with engaging content and utilized the channels as customer service platforms. A dedicated engagement team offered ongoing access to the brand through the social pages and prompt responses to comments/inquires.
Results
The robust online presence through Facebook and Instagram proved effective in driving sales at individual locations and attracting franchisees. In 6 months the results-driven PPC and social media management campaigns helped to triple the franchise system and grow the number of franchise units from 4 locations to 12 locations.
A steady stream of Facebook and Instagram PPC Ads drove awareness of the brand and its unique healthy offerings. Social Media Management efforts resulted in feature media placements in Restaurant News, Food & Beverage Magazine, and Restaurant Business.
Our nomination of the franchise for industry awards earned the brand recognition as one of Fast Casual’s Top 100 Movers and Shakers of the year.
The social media program significantly increased both engagement and fans/followers on all the brand’s platforms, while also helping to boost customer loyalty, build relationships and monitor the performance of individual locations.