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Case Study – Restaurant

Paradox - Shape Image
Paradox - Shape Image
Paradox - Shape Image

RESTAURANT: Grand Opening Campaign

 
CHALLENGE: Promote the Grand Opening of a New Restaurant
  • One national restaurant chain embarked on a venture to establish its presence in a new market with the goal of executing a compelling grand opening.
  • Despite budgetary constraints limiting the potential for an extensive paid media push, the initiative was fortified by substantial corporate support in the form of earned media assistance.
  • Originally slated to open amid the challenges of the pandemic, the launch strategy underwent strategic adjustments, leading to a rescheduled and optimized opening in the summer of 2022.
  • This deliberate shift in the timeline allowed the client to capitalize on a more favorable market environment, ensuring a robust and impactful debut in the new location.
OBJECTIVES:
  • Foster widespread awareness within the target market about the impending arrival of the new restaurant, employing a multifaceted approach that engages various channels and communities.
  • Develop and implement a dynamic paid media strategy meticulously crafted to not only generate buzz but to cultivate heightened anticipation surrounding the restaurant’s grand opening in the new market.
 
ANALYSIS:
  • The client is a chain restaurant opening in a new location that had no awareness of them.
  • Using paid media in combination with earned media to get the word out of the new opening.
 
INSIGHT AND STRATEGY:
  • With limited budget we could focus on a strong push a month before the Grand Opening. This would allow us to negotiate strong deals with local stations and support digital efforts with social and programmatic.
  • The client would have a landing page for the new location ready for us to drive traffic and awareness to.
  • We utilized top-rated local stations with promos from well-known personalities and incorporated live radio remotes on the Grand Opening day, featuring DJs to hype up the location on air.
  • Social ads and programmatic display ads were implemented to help drive impressions and traffic.
  • One print pub was used due to high circulation among the military base that was close to the location.
 
RESULTS:
  • The Grand Opening, overcoming pandemic-induced delays, was a resounding success, drawing high foot traffic with eager customers lining up for entry.
  • Radio remotes featuring live DJs and pre-opening promos created a dynamic buzz around the event. The combined radio stations delivered 207 on-air spots with a compelling frequency of 4.1 within our target demographic.
  • Complementing earned media, the digital campaign achieved over 250,000 impressions, expanding the brand’s digital footprint.
  • The military base’s print publication, reaching 14,000 homes, provided additional tangible support, enhancing the Grand Opening’s local impact.

We Go The Extra Mile

We understand the power of reaching the right audience with tailored messages at the perfect moment. Through meticulous data analysis, market research, and leveraging advanced tools, we identify and engage with the most receptive target segments. Our team’s dedication to precision targeting ensures that our clients’ campaigns are optimized for maximum impact, delivering measurable results and driving business growth in today’s competitive landscape. We pull together to develop comprehensive strategies and execute campaigns that surpass expectations.