American salad destination / dining chain serving healthy menu items sees delicious results from direct mail and digital advertising
Case Study Objective
To develop stronger brand loyalty and customer relationships within the communities the salad franchise operates. Combating operational challenges and rising inflation, this affordable, local fast-food franchise needed a solution to reinforce name recognition, generate excitement about eating healthy, and wow folks the minute they walked through the door with a new customer experience.
Strategy
Campaign initiatives took a multipronged approach that consisted of ads on the front cover, back cover and inside the Clipp magazine, corresponding deals and coupons on Clipp.com, email marketing and text messaging. Mailed 300k+ high-quality households 3 times across 5 Saladworks markets. Offers included $15 for $30 worth of salads & entrees, $2 off any size soup, half off any entree with the purchase of any entree or equal or greater value), one-day deals, family deals, and National Salad Day specials.
Results of the Case Study
The salad chain locations that were part of the campaign generated:
- 10% life in sales month over month
- 16% increase in new customer volume
- 11% rise in catering business returns year over year (YOY)
- 4 times more sales for a one-day event
Jordan Rideout, owner of 9 Saladworks locations in Pennsylvania and Delaware, was extremely pleased with the local advertising / marketing strategy and results, crediting the consistent campaign for YOY growth:
We doubled and even tripled our advertising budget to gain local market share. Clipp was the most affordable choice, offering the biggest bang for our buck. I’d recommend getting creative with deals and coupons. If you’re in it for long-term success, don’t do the same thing all the time. Fully commit to options like one-day events, Clipp.com Deals, buy-one, get-one coupons and other incentives.”
– Jordan Rideout, Owner
Ad Visual
