Sauced BBQ and Spirits

OVERVIEW:

Restaurants can serve several types of customers based on the time of day and day of the week. Sauced BBQ and Spirits of Livermore, CA,saw an opportunity to increase its lunch, weekday dinner and weekend night business, and turned to Comcast Spotlight to reach a large audience to help achieve its goal of 15% growth.

STRATEGY:

For its lunchtime business, the restaurant wanted to reach working professionals; for weekday dinners, to connect with families; and for weekend nights, to engage women aged 21-45. Different commercials were created for each target audience. To achieve that reach, the media plan included high-profile sports like Giants and A's baseball, Warriors basketball, Sharks hockey and Monday Night Football, as well as advertising on Travel Channel. Digital marketing on XFINITY.com included high-profile email page placements, as well as in-banner video advertising across the site. The in-banner video ads also allowed viewers to see all three commercials, as well as view the restaurant's specials and events calendar, view its Yelp, Twitter and Facebook pages.

SUCCESS:

Over the course of the advertising campaign, the restaurant saw 15% growth in business. Traffic increased for all three targeted time periods, and Sauced BBQ and Spirits had 1-2 hour wait times, operating at capacity on Friday and Saturday nights.

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