THE ROCK
BIG IDEA
Launching A New Restaurant, Building A Marketing List
THE CHALLENGE
Founded in 1995, The Rock, Woodfired Pizza is an 18 location woodfired pizza restaurant chain spanning 4 states. They had recently hired a new CEO to help with the long term strategy of the company and identify growth opportunities. One of his first steps as CEO was to improve the online reputation of the company and revitalize the social media channels that had gone dormant for 6 months. He picked our agency as his first business vendor after beginning his new role.
THE CHALLENGE
Founded in 1995, The Rock, Woodfired Pizza is an 18 location woodfired pizza restaurant chain spanning 4 states. They had recently hired a new CEO to help with the long term strategy of the company and identify growth opportunities. One of his first steps as CEO was to improve the online reputation of the company and revitalize the social media channels that had gone dormant for 6 months. He picked our agency as his first business vendor after beginning his new role.
THE GOALS
- Drive an increase in restaurant sales
- Monitor and respond to all positive and negative guest feedback
- Create engaging social media content that told the true story of the brand
OUR STRATEGY
One of the cornerstone themes of the restaurant was classic rock music, so we focused our content strategy on staying true to their roots in order to tell an authentic brand story through social media. Through a series of custom photoshoots, videoshoots, and guest-generated social content, we gave our new and long-term fans a fresh, modern perspective on the restaurant’s offerings. We also aimed to position The Rock as an exciting place to grab dinner or after-hours drinks for guests who were discovering the restaurant for the first time.
One of the early quick wins we were able to generate for the client was an extremely successful Father’s Day promotion. By offering a free dessert for Dad with the purchase of a minimum of 2 entrees, we generated over $30,000 in sales in one weekend alone by targeting families who lived within 3 miles of each restaurant and collecting their contact info to feed into our newsletter and sms marketing programs.
Over the course of two years, we successfully reached all three of our goals in many different ways.
FROM THE CLIENT
“Keychain was a valuable asset for our company during the beginning stages of my new tenure as CEO. They are extremely knowledgeable about restaurant marketing through social media and helped us develop a ton of engaging content that drove in a large amount of new guests for our restaurants. It can be somewhat difficult to measure the ROI from your online marketing campaigns, but Keychain’s approach made it simple and easy for me to understand exactly how their efforts were helping us to increase sales. I would recommend them to any local business that is looking to improve their online marketing program.”
– John A., CEO of The Rock, Wood Fired Pizza
THE RESULTS
- + $279,000 in new measurable revenue generated from our direct-response digital marketing campaigns.
- + 28,000 new social media fans & followers
- + 5,430 new mailing list & sms subscribers
- + 3,200 new loyalty members generated from our campaigns
- + 2930% increase in social media engagement
Interested in how we can help you? Schedule a complimentary 30 minute strategy session.