CHALLENGE

When an unforeseen pandemic impacts the entire world’s population and scares off many diners, how do you encourage people to leave their homes, order food and provide a much-needed injection of cash into the coffers of the city’s desperate dining institutions?

 

APPROACH

Analyzing historical data, website performance and analytics, smart content strategy and outbound traffic to restaurant websites, Bright Brothers made data-driven decisions to formulate a campaign that paid off in spades.

 

SOLUTION

We worked with DNC to reformulate the layout and design of the Restaurant Week landing page to maximize user-engagement and conversion (downloadable RW menus, and outbound traffic to the individual restaurants’ websites). With a reduced budget, we managed their social advertising campaigns (FB & Insta) and deployed engaging imagery & content we knew would convert. The ads were updated frequently and non-performing ads were actively removed to maximize spend and media efficiency.

 

RESULTS

• Restaurant Week traffic was up 257% (excluding PPC)
• Nearly 60K people downloaded menus or visited their sites from the BID’s
• Traffic to merchant websites for the week-long promo more than doubled
• DNC website was up 20% in Y-O-Y traffic overall
• We continue to bring in new demographics
• We doubled our 18-24 and 65+ audiences & increased our 55-64 demo by 60%
• Plus, more families, massive increase in retail visits as well as tourism dollars
• Participating restaurants reported that sales were 90% of what they did in July 2019 – even during a pandemic!