The first Bad Daddy’s Burger Bar opened its doors in Charlotte, NC in 2007. By early 2020, the restaurant had launched 38 locations across North Carolina, South Carolina, Oklahoma, Georgia, Tennessee, and Colorado, each serving up drinks, burgers, and other tasty bar bites.
2.9%
CTR for “Kids Eat Free” campaign
over 2x
CTR industry average
The challenge
A buzzy atmosphere, dozens of craft beers on tap, and big-screen TVs playing live sports are all ingredients in Bad Daddy’s recipe for success. But what happens when taking care of your customers on-site is no longer an option? This was exactly the situation Bad Daddy’s—and over a million other restaurants across the U.S.—found themselves in during the COVID-19 outbreak in March, 2020.
Previously, Adentro had helped Bad Daddy’s track Walk-Throughs across all 38 of their locations and ran monthly promotions for various menu items and in-store events. But with the spread of the novel coronavirus, many states and municipalities issued quarantine orders, causing a sharp decline in visits to the restaurant’s locations. A fix was badly needed.
The solution
Adentro advised Bad Daddy’s to shift their entire online marketing spend to focus on takeout and delivery through online ordering. To optimize their advertising spend, Bad Daddy’s agreed to run one campaign with a single set of creative across all 38 locations’ zip codes targeting individuals within a five-mile radius.
Bad Daddy’s also requested the promotion of specific weekly offers, with the expectation of driving click traffic to their online order page.
“With the pandemic doing a number on our bottom line, Adentro responded with lightning speed to help us strategically shift our ad spend. Thanks to their help, we’ve been able to make up a ton of lost ground.”
Amy Nedwell, Director of Marketing, Bad Daddy’s
The results
Within two weeks of shifting their ad spend, Bad Daddy’s started seeing big results. Thanks to the Great American Takeout movement, which encouraged Americans to order to-go from their favorite restaurants on March 24, Bad Daddy’s saw 1,500 takeout orders from their restaurant and 1,200 online orders. On that day, Adentro’s reports showed 1,385 website clicks and 765 ad engagements by users.
Furthermore, Bad Daddy’s did an excellent job customizing messaging for their customer demographics, and the CTR on Facebook improved with the change in campaign objective from brand awareness to website traffic clicks. For the campaign Bad Daddy’s ran that promoted “kids eat for free,” they achieved an astounding 2.9% CTR—over 2x the industry benchmark.
