PROBLEM: New Revenue Needed for New Location
Big D BBQ is a family-owned business that had one established location in Mansfield, TX, and planned to open a new location in Midlothian. They needed to beef up revenue in their first location to help fund the second location. They also realized that they had not been focused on customer loyalty and did not have an established brand to create more of an impact at both locations.
SOLUTION: Out of the Smoker Thinking
After doing competitor research, geographical studies and demographic targeting, Envision Works Marketing helped the client better tell their brand story, create a strong online presence and craft a unique advertising message targeting women (vs. meat-eating men). The goal was to increase the carryout business, which would bring in additional revenue in a very efficient manner.
To accomplish this, we developed two customer journeys – one for traditional bbq customers and one for the working customer looking for easy, tasty meals to go. Each journey required a different strategy and was monitored accordingly.
The restaurant business is not easy and it changes every day. That’s why Envision Works makes sure our marketing and brand management services are second to none. Most restaurant owners or operators don’t have time to stay on top of data analytics, marketing trends, unimpressive solicitation or community happenings. By staying on top of things for Big D BBQ, we ensured the customer journeys keep up with defined expectations and can adjust as needed.
As a true partner in evolving the business, we stand with restaurant owners side-by-side, through thick and thin, helping them execute their plan and reminding them that their customer’s journey is the foundation of long-term success.
RESULTS: Finger Lickin’ Good
Creating two customer journeys worked. The increase in carryout sales brought in the additional revenue they needed while allowing BIg D BBQ to reduce wait staff and expenses.
- Carryout sales increased from 30% to 70% of total revenue.
- We established the Big D brand and created community excitement and involvement to support the grand opening of the second location.
- We consulted with the owners on adding a bar at the new location, providing revenue data to support the investment in obtaining a liquor license and serving alcohol.
- We created brand imagery for retail swag sales and supported interior design for the new and future locations.
- We supported the transition of the first location from a full-service restaurant to catering and carryout only.
