Restaurant SMS Case Study Campaign

Name and city and state of marketer
Carrabba’s Italian Grill, Tampa, FL

Objective 

The first objective was to expand Carrabba’s Orlando test to the Tampa market so the brand could promote to multiple customer touch points at a time of the day when consumers are most likely to be influenced.

 

Additionally, Carrabba’s wanted to further engage customers and learn more about their interests while deepening brand awareness and technological advances.

 

Carrabba’s hoped to achieve a 5 percent redemption rate.

 

Target audience
The target audience was men and women ages 25-54

 

Strategy
Each participating Carrabba’s location had the ability to grow their own database and select specific business touch points where they wanted to grow their sales.

 

Each SMS campaign was positioned to promote the different ways customers can experience Carrabba’s through SMS.

 

Early dining (4-6), Late dining (8-10), Carside Carryout, Sunday lunch, and Happy Hour are a sampling of different campaigns that were used.

 

Call to action
Calls to action varied among each campaign that was used.  Different offers were used to resonate with the customer and encourage repeat visits and increased traffic to restaurants.

 

Tactics
Each restaurant selected 3-4 campaigns that were meaningful to them where they wanted to grow their business.

 

Once complete, those campaigns were deployed out to their respective databases along with engagement texts.

 

This mix provided an opportunity to provide offers to customers to drive sales as well as engage and keep top-of-mind with customers.

 

Results
There were 443 participants, accounting for a 35 percent redemption rate.

 

Lessons learned

“The SMS campaign allowed us to increase customer traffic to our restaurants in a manner that allowed for growth in specific segment sales that were exclusive to each restaurant.”

 

Read the full article at:

http://www.mobilemarketer.com/cms/resources/case-studies/7233.html