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
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
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.