Subway Restaurants – Multi Location Campaigns
Because of Covid foot traffic drastically reduced at various locations. Rapid Boost team launched campaigns to increase catering, deliveries and pickups. After 4 weeks of campaign launch same store sales went up by 9%. Average value per order went up by 21%.
Increased Monthly Traffic
Increased New Visitors
Increased Conversion Rate
Subway operates multiple locations in Western Alberta.
Here were the top 3 challenges identified by management:
The business was not effective online. It was not digitally engaging and attracting local online customers in spite of it’s established brand reputation.
The existing Subway website and online ordering were not working. They were not driving online sales.
Too much commissions were paid out to Skipthedishes (over 25%) and other 3rd party ordering.
A digital transformation project was kicked off in March 2020. The goal of the project was to drive online sales and growth through digital engagement.
We performed a detailed SWOT analysis to understand strengths, identify any weakness and uncover any threats and opportunities for the restaurant locations. The team then developed a plan to implement the “growth marketing program”.
To increase catering, deliveries and pick-ups team at Rapid Boost applied multi-channel approach to increase selected stores revenue. Localized SEO, Paid Ads & Content was focused on 4 kilometer radius around struggling stores. Combined with SMS and Email campaigns focused on repeat customers.
The next marketing strategy was to reduce 3rd party ordering channels (Skip, GrubHub, Eat24, MyPizza.com, Beyond Menu, Doordash, Slice, etc) and redirect customers to Subway’s own website and mobile app for online ordering.
This was done by first making it easy to order directly from Subway website and mobile and providing coupon incentives to order directly. This helped realize savings by eliminating the 10-25% commissions paid to 3rd party online ordering companies, in addition to building the brand and customer loyalty to the business.
The results can be seen from Google search results below. The restaurant website is the top of search results and all 3rd party ordering links have been eliminated, thus preventing the leak of traffic and revenues.