How We Helped This Black-Owned Restaurant Generate Over $10K in Thanksgiving Catering Sales with Data-Driven Marketing in 30 Days

Results

250+

Add To Carts On Catering Site

45+

Catering Orders Generated

Over $10K

In Catering Revenue Generated

Client Overview

Backyard Barbeque is a black-owned restaurant with a brick & mortar location in Long Island, NY. Specializing in creating traditional Southern style BBQ food with a "twist".

The Challenge

In the face of rising economy and changing market conditions, Backyard Barbeque wanted to continue on last year's success with Thanksgiving catering sales.

The Solution: Our Multi-Faceted Marketing Approach

Part 1: Maximizing Existing Database

Email and SMS Campaigns: We have been working with Backyard Barbeque to create a customer database over 1300+ contacts over the past 6 months. We implemented a segmented email and text marketing strategy to target their existing database, focusing on high-value customers. We sent tailored messages for Thanksgiving catering that spoke to different customer needs (e.g., previous catering customers vs. first-time customers).

Engagement Strategy: By sending well-timed reminders and follow-ups (in the weeks leading up to the catering deadline), we re-engaged previous and dormant customers and reinforced the value of the restaurant’s catering offers.

Part 2: Expanding Reach with Facebook & Instagram Ads

Targeted Facebook Ads: We created Facebook & Instagram ad campaigns to reach a new audience, and retarget customers on their existing database (via Custom Audiences). This resulted in over 250+ add to carts on their catering site.

Creative Approach: We created entertaining and informative ad creatives to showcase the restaurant’s Thanksgiving specials, building urgency through, and emphasizing the solutions the catering service could solve for the customer.

Part 3: Retargeting Lost Opportunities and Boosting Conversions

Retargeting Ads: To keep top of mind and get in front of people who were interested in the catering, we created retargeting ads to recapture people who added to cart but did not complete their order, and people who visited the catering site and didn't complete the order. T

Re-Engaging "Add to Cart" Abandoners: We implemented retargeting ads to capture individuals who had shown interest in the Thanksgiving catering offer but had not completed their purchase. By using Facebook's Dynamic Ads, we specifically targeted customers who had added items to their cart but didn’t check out. The retargeting ads featured personalized messaging, reminding these potential customers about the orders they were considering.

Website Visitor Retargeting: In addition to cart abandoners, we retargeted website visitors who had browsed the Thanksgiving catering page but had not yet made a purchase.

Results:

The use of email and text campaigns helped drive more conversions from their previous customers, higher valued customers as targeted and retargeted Facebook/Instagram ads helped to increase overall reach, add to carts, as well as capture lost sales from abandoned carts and past website visitors.

Here’s a breakdown of the results:

Total Sales: $10,029 in Thanksgiving catering sales

  • Return on Ad Spend (ROAS): 20:1 (meaning for every dollar spent on ads, $20 was generated in revenue).

  • Add-to-Cart Data: Over 250+ add to carts created

  • Orders Total: 45 Orders

  • Sales Conversion Rate: 18.43%

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