Case Studies

ESTABLISHED FOOD CHAIN HITS SALES GOALS OUT OF THE PARK WITH EXPERIENTIAL CAMPAIGN

  • Increase awareness of new menu items, especially with existing customer base

  • Develop a campaign that would offer an incentive to customers who purchased new menu items


Project: Launch New Menu Items

 

Industry: Quick Service Restaurant

 

Issue: Established food chain need to increase sales and average dollar per sale

Popeyes Louisiana Kitchen is a food chain established in 1972 that specializes in southern fare. They have over 1,800 restaurants throughout the world. While they had a pool of loyal customers who regularly purchased their chicken and side dishes, these customers had yet to try any of the other menu items.

Popeyes decided to launch new menu initiatives, like the special lunch combo, to try and build frequency of purchase and increase the average dollar per sale. Popeyes needed to increase the purchase of these meals by 3.3% for the initiatives to be considered successful.

Insight: Get folks to play ball using experiential marketing and incentives

Seventh Point knew that an in-store promotion encouraging frequent visits would effectively target the existing customer base and that any in-store promotion stood a better chance of being successful if the employees were enthusiastic about it.

To create a prize worth playing for—by both staff and customers—Seventh Point decided to leverage the relationship between Coca-Cola and the New York Yankees to create an incentive campaign.

Implementation: Create and integrate scratch and win promotion with in-store experience

PopeyesYankeesTickets

  •  Seventh Point negotiated access to the world-class Yankees brand without paying any licensing fee

  • The team developed “Seventh Inning Scratch Cards,” available with the purchase of a lunch combo, that offered free food and drinks and the chance to win tickets to a Yankees game

  • The crew and managers were given incentives as a part of the program as well, awarding 12 Yankees tickets to each of the top-performing restaurants

  • The Seventh Point team created window clings, ceiling hangers, counter cards and other point-of-purchase displays that announced the promotion and explained its details

Impact: Combo sales are out of the park and Popeyes is poised to grow

  • Frequency among guests and traffic during lunch increased during promotion’s five-week run

  • Lunch combo sales increased by more than double the goal, coming at a whopping 6.9 percent

  • Overall transactions during the promotion increased 1.8 percent

  • Due to the success of the campaign, Popeyes was poised for accelerated growth and brand enhancement



About Seventh Point

Seventh Point offers media, marketing and advertising to mid-sized to large organizations and challenger brands. Providing big-thinking strategy, with personalized customer service. Clients receive more leads that are better qualified with analytics that provide insights to what’s actually working for their bottom-line.

Contact us or call Ted Rooke at (757) 473-8152 for your own customized media plan.