Cooking up reservations and return on ad spend
Eddie Merlot's is an upscale contemporary American steakhouse that strives to provide an exceptional experience for all of their guests. The full-service steakhouse has 13 locations across the country and is opening two other locations by 2020.
Eddie Merlot’s wanted to increase reservations across all locations in order to grow guest count for the restaurant chain.
Eddie Merlot's partnered with Cyclone Social to develop a digital advertising strategy focused on increasing guest count and reservations in their restaurants. Cyclone Social developed a series of targeted Google and Facebook ads to drive customers through a sales funnel and into the Eddie Merlot’s restaurants. The ads used a combination of creative content, retargeting tools, and an integration with OpenTable to track success.
The national steakhouse chain found remarkable results with this campaign. Month-over-month, the reservations and guest count grew consistently while the cost per reservation dramatically decreased. The digital ad spend remained similar to the previous year, but with the new digital strategy implemented by Cyclone Social, the reservations skyrocketed while cost per reservation dropped dramatically:
• 21,150 reservations
• 24X increase in reservations (compared to the same 3-months the year before)
• $2,612,025 generated by the campaign
• 44X return on ad spend
• $2.78 cost per reservation
• 10% Increase in Guest Count year-over-year
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