The challenge
Before the pandemic, Dog Haus locations used email to drive Walk-Throughs. Once COVID-19 struck, dine-in traffic was no longer the goal.
Dog Haus had to tell customers about pickup and delivery to keep its doors open.
Corporate and franchise locations ran social ads separately, with weak results.
The solution
1. Email Marketing: Keep regulars informed
Before COVID-19, several Dog Haus locations used Adentro Email Marketing. Visit-triggered automations kept guests up to date on each restaurant, and Walk-Through Rate™ showed which messages brought guests back.
2. Centralized social: Run one program for every location
In mid-March, the founders launched The Absolute Brands and added eight delivery-only concepts run from virtual kitchens.
All Dog Haus locations, corporate and franchise, then moved social advertising to Adentro.
3. Pickup and delivery messaging: Put the new options front and center
Dog Haus and Adentro refocused ad messaging on pickup and delivery awareness. Performance changed right away, with half the February impressions.
CTR and CPC measure advertising engagement. They were not tied to visits or revenue through an attribution test.
“When COVID-19 struck, we knew we had to pivot, and do it quickly to keep our restaurants open. Working with the Adentro team to refocus our messaging efforts for increasing awareness of our pick-up and delivery options was key to keeping our doors open.”
The results
- 220x+ higher social ad CTR, from 0.01% in February to 2.22% in April
- 15.2% lower cost per click, from $0.33 to $0.28
- 45.9% higher engagement, on static posts
- Half the impressions in April versus February
- Leadership reports many locations reached, and some exceeded, pre-COVID revenue (client-reported)