The challenge
When COVID-19 shut down dine-in in early 2020, the dine-in and pick-up pizzeria needed customers to know its restaurants were open and now offered takeout and delivery.
Its marketing budget was sized for normal times.
The pizzeria also needed to know which locations were performing so it could place spend well.
The solution
1. Investment: Increase marketing instead of pulling back
The pizzeria boosted marketing rather than cutting it, and grew it as it expanded from three locations to ten.
2. Social campaign: Announce takeout and delivery
Adentro (formerly Zenreach) ran social ad campaigns telling customers the restaurants were open for takeout and delivery.
3. Location reporting: Shift spend by store performance
Adentro reported performance location by location, and the pizzeria used that view to move spend toward the stores that were performing.
Measured 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 locations at full capacity, busiest stores full 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