Implementing Value-focused Promotions to Boost Restaurant Sales
La Segunda Bakery & Cafe is a family-owned and -operated business that began in Ybor City and has expanded over 100 years, through four generations, and three locations.
Despite their history, their newest location on 4th Street in St. Petersburg has only been open for two years. So it’s pivotal that we continue to raise awareness of the brand in order to continue to grow their business—especially of their delicious food! Therefore, our marketing plan this year recommended introducing a variety of promotional windows intended to attract new customers as well as encourage repeat business. To develop this promotional schedule, our team worked collaboratively with the restaurant owners and general manager to determine the best opportunity for product mix and price points.
The initial promotion was intended to combat the perception of high prices that all restaurants are currently experiencing while also promoting the variety and value of their food. To do so, we offered a combo meal consisting of a 6” sandwich accompanied by chips and a fountain drink for $9.99. This price point offered substantial value to their customer while still maintaining the necessary profit margin for the business.
The promotion was supported by in-store flyers, organic and paid social media, and email marketing to their database of over 30k customers. All marketing metrics performed strong with an average email open rate of 43% and increased CTRs on paid efforts, resulting in a 4% increase in web traffic MoM (despite less days in Feb vs Jan). More importantly, this promotion led to a 25% sales increase for their St. Pete location and a 12.5% increase across all three locations month over month.
With the immediate success of this initial promotional offering, we are excited to continue with further offers for this Tampa Bay institution.
About Pyper, Inc.
Pyper, Inc. is driven by achieving marketing results for our clients. From B2B to B2C, we help clients communicate with their target audiences across tactics. We’d love to hear about your current marketing efforts, and see how we can help you reach your goals. Contact us today.
La Segunda Bakery & Cafe is a family-owned and -operated business that began in Ybor City and has expanded over 100 years, through four generations, and three locations.
Despite their history, their newest location on 4th Street in St. Petersburg has only been open for two years. So it’s pivotal that we continue to raise awareness of the brand in order to continue to grow their business—especially of their delicious food! Therefore, our marketing plan this year recommended introducing a variety of promotional windows intended to attract new customers as well as encourage repeat business. To develop this promotional schedule, our team worked collaboratively with the restaurant owners and general manager to determine the best opportunity for product mix and price points.
The initial promotion was intended to combat the perception of high prices that all restaurants are currently experiencing while also promoting the variety and value of their food. To do so, we offered a combo meal consisting of a 6” sandwich accompanied by chips and a fountain drink for $9.99. This price point offered substantial value to their customer while still maintaining the necessary profit margin for the business.
The promotion was supported by in-store flyers, organic and paid social media, and email marketing to their database of over 30k customers. All marketing metrics performed strong with an average email open rate of 43% and increased CTRs on paid efforts, resulting in a 4% increase in web traffic MoM (despite less days in Feb vs Jan). More importantly, this promotion led to a 25% sales increase for their St. Pete location and a 12.5% increase across all three locations month over month.
With the immediate success of this initial promotional offering, we are excited to continue with further offers for this Tampa Bay institution.
About Pyper, Inc.
Pyper, Inc. is driven by achieving marketing results for our clients. From B2B to B2C, we help clients communicate with their target audiences across tactics. We’d love to hear about your current marketing efforts, and see how we can help you reach your goals. Contact us today.
