PA Family Dining
PA Family Dining is a company that runs 3 restaurants in Lancaster County: Brickerville, Silver Spring and Kountry Kitchen Family Restaurants.
Goal
The initial goals for all 3 restaurants are to streamline the online communications efforts under a cohesive brand in order to generate a consistent stream of new sales.
Strategy
To bring together a cohesive branding strategy we made an initial recommendation to combine the three restaurants under one name that would be recognized even with any additional restaurants. PA Family Dining became the brand name that created a baseline for all future online communications. The website strategy was to develop a centralized website (www.pafamilydining.com) for customers, local residents and tourists to visit before making their dining choices when coming into the Lancaster PA area. The initial online communications strategy was to setup effective email collection at all 3 restaurants and on each website. From there we mapped out 3 additional websites for all 3 restaurants that were linked to directly from the PA Family Dining website.
Tactics
- PA Family Dining website developed driving traffic to individual restaurants.
- Weekly email marketing campaign sent to opted-in subscribers for all 3 restaurants.
- Developed consistent email content delivery to increase email open and click through rates.
- Google Analytic goal setup and tracking to determine website visitor pathways.
- Matched email marketing statistics with Google Analytics to determine the effectiveness of each campaign.
- Validated effectiveness of traditional advertising channels based on website visitor goal tracking and conversion rates.
- Exponential email list growth through targeted campaigns focused on offer forwarding.
The next phase is our tactic is to increase customer conversions through increased engagement on all specific social networking platforms that will enable all 3 restaurants to connect deeper into the needs of their customers and to develop more referral store traffic.
Results
As a result of our efforts the restaurants now receive over 400 coupons each week that has led to over 5 figures in revenue growth each month over the past few years. The restaurants are now positioned as a “must visit” in the Lancaster county.
