Porky's BBQ - Multi-site, integrated restaurant marketing

Multi-site, integrated restaurant marketing

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It’s not easy to keep on top of Instagram, Facebook and Twitter for a restaurant, let alone manage press, events and campaigns - especially for an operator that has five sites in the busiest parts of London. Over the last 12 months, we have helped to launch two new sites, managed multiple seasonal campaigns and integrated with key operational tools such as OpenTable and Deliveroo to help drive sales. The strategy that we've implemented is scalable, supporting Porky's BBQ and its aggressive growth plan.  

Solution

When we started with Porky's BBQ, we ran client workshops with our development and design team. This allowed us to introduce exciting new brand elements and re-build the old website - ready to compete with other BBQ brand rockstars. Our aim was to create an online user experience similar to their customer experience, which is lively and fun. The video and front-end animation on the website provides that look and feel. 

Moving ahead, we introduced a mix of social media posting, influencer outreach, customer support and advertising, driving increased brand awareness and bookings within two months. Key activities have included seasonal Halloween and Valentine's Day campaigns. Our #MatesBeforeDates initiative encouraged groups of friends to celebrate Valentine's Day at Porky's BBQ, boosted by a fake Piggy Tinder profile that - if matched - gave users 25% off for groups of over 8 people. 

Another key creative campaign was aimed at National Burger Day and National Dog Day, which happened consecutively in 2016. For this, the team created the UK's first burger for dogs in partnership with Murphy's Bakery. The Bow Wow Burger made local, national and trade press - including the likes of TimeOut and Secret London. We also held a doggy influencer event, sending Porky's Instagram feed into the stratosphere. 

We have also run strategic partner events with the likes of BOXPARK, Frontier Lager, Schott, Jack Daniels, Island Records and Wildman Brew Co. Each time, the reach of Porky's BBQ has doubled or tripled on social media.  

Results

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Collective social audience
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Increase online bookings
hr
Customer response time

“It’s never easy to promote events like Valentine’s Day, new restaurant openings and seasonal menus - so it's great to do it all in one place. To get bookings via social media is great, but it’s the exposure and awareness that is helping us to grow our brand. We are looking to expand aggressively over the next two years and we need to be widely known. The team are great at making ideas happen and I have worked closely with them to push the boundaries of what we can achieve with marketing.”   

Simon Brigg, Owner

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    Contact

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    T: 0203 222 0077
    E: info@thisisthetree.com

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    E2 7PR
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