Renowned pizzeria doubles down on marketing spend with Adentro during pandemic

Our client, one of the oldest and most celebrated pizzerias in the country, has been in operation for nearly a century. The brand now runs nearly a dozen restaurants serving the thin-crust, coal-fired pies that made it famous.

social ad campaign
over 2x
CTR industry average
call-to-order clicks

The challenge

Although our client was, and remains, a cornerstone of the New England pizza scene, when the COVID19 pandemic hit in early 2020, it was impossible not to be affected. As a specialty pizzeria that only offered dine-in/pick-up options, this culinary icon had to scramble to adjust its operations to meet the challenges of running a business without dine-in service.

Understanding that drastic changes would have to be made to its traditional model, the client turned to Adentro to support their marketing efforts in this critical time period. More important than ever before, they had to get the message to their customers that they were not only open for business, but also now offering both takeout and delivery options.

The solution

Perhaps surprisingly, the pizzeria quickly decided they wouldn’t pull back on their marketing spend—in fact, they boosted it to make sure that people were aware of their new focus on takeout and delivery. Where the restaurant had previously allocated $1,500 per month across three locations, they quickly pivoted to distribute $20k in marketing spend across ten locations. From there, they optimized spend by location based on individual store performance—an insight that only Adentro was able to provide.

The results

The CTR for our client’s social ad campaigns soared to 1.75% (compared to an industry average of 0.9%), with the deployed assets making over 786k unique impressions in the first six weeks. Two weeks into the campaign, the two busiest locations were at full capacity for weekend delivery orders.

Additionally, within the first three weeks of April 2020—when the first wave of the pandemic was in full force— the restaurant’s website experienced 202k homepage views, 10.6k call-to-order clicks, and 27.1 purchase page clicks per day.