1.75% social CTR against a 0.9% industry average. 786k unique ad impressions in six weeks, and the two busiest locations at full weekend delivery capacity within two weeks.
The challenge
COVID-19 shut down dine-in in early 2020. This dine-in and pick-up pizzeria had to rebuild its model fast:
The first gap was a new message to get out. Customers needed to know the restaurants were open and now offered takeout and delivery.
A second challenge was a budget built for normal times. Its marketing budget was sized for normal times.
The remaining issue was no store-level read. The pizzeria needed to know which locations were performing so it could place spend well.
The solution
Scale: spending more, not less. The pizzeria boosted marketing instead of pulling back. It grew marketing as it expanded from three locations to ten.
Deliver the campaign: social ads about takeout and delivery. Adentro (formerly Zenreach) ran social ad campaigns telling customers the restaurants were open for takeout and delivery.
Optimize: spend by store performance. Adentro reported performance location by location. The pizzeria used that view to shift spend toward the stores that were performing.
Why the combination mattered
Adentro coordinated paid social creative at a larger group of locations and used location-level performance reporting to reallocate the budget. The measurable outcomes are reach, clicks and delivery-capacity observations, not verified incremental sales.
The results
- 1.75% social CTR, versus a 0.9% industry average (about 2x)
- 786k unique ad impressions in the first six weeks
- 2 busiest locations at full capacity for weekend delivery orders two weeks into the campaign
- 202k homepage views in the first three weeks of April 2020
- 10.6k call-to-order clicks in the same period
- 27.1 purchase page clicks per day