Increasing revenue during a pandemic for a predominantly in-room dining establishment.
Case Study
Buccan Palm Beach
High-end, Top-ranked Restaurant
5x James Beard Nominated Chef
Established Clientele
Campaign Result
- Success in diversifying income streams
- Take-out and delivery orders increased by 400%
Project Scope
Platforms
Facebook
Instagram
Deliverables
Analysis
Ad Design
Copywriting
Reporting
Objective
Awareness
Audience Optimization
Increase Sales
Challenge
- COVID-19
- Primary source of revenue in-room dining
- Customers had little awareness of takeout/delivery options
Our Solution
- Leverage existing patrons as a primary audience to reduce purchase friction
- Strategic lunch/dinner campaigns focused on food options that traveled well with campaigns running at specific times of day
- Secondary audience based actions taken on website (non-patrons)
- Used precise geo-targeting within delivery area to maximize budget
Sample Ads
(Lunch)
Ran ads featuring lunch-friendly items (such as Buccan’s famous sandwiches) exclusively during lunch-time hours with emphasis on delivery and pickup.
(Dinner)
During dinner-time only ran ads that featured more traditional dinner food, making sure it was food that traveled well during delivery.
(Established)
Ads directed at individuals that had not dined at Buccan for an extended period of time.
(Awareness)
Geo-targeted individuals who never visited Buccan, but fit Buccan’s customer persona.
Results
Take-out and Delivery Orders Increased by 4X
• Diversified income streams
• Increased engagement
• Increased overall revenue
