SPICY THAI CHICKENCase study on Site-Seeker's supporting efforts to drive awareness, trial andcustomer loyalty through CoreLife Eatery's sizzling hot new menu item.

Overview"It's the type of restaurantI've been looking for!"

CoreLife Eatery boasts a healthymenu that is perfect for those whoare health conscious, have dietrestrictions, or need a quick biteto eat during the day. 

The menu's original Thai Chicken & Rice Noodlebowl was coming up short and was the cause ofcomplaints surrounding blandness compared tofellow menu items. It was revamped andreplaced by a spicier, hip version: the Spicy ThaiChicken & Rice Noodle bowl. 

ChallengeThe Spicy Thai Chicken and Rice Noodle bowl was thefirst change to CoreLife Eatery's menu since it openedits doors three years prior. But it wasn't the loyal fansthat the fast casual restaurant wanted to reach throughits marketing efforts. Instead, the goal of the Spicy Thaicampaign was to excite and encourage visits from a newaudience - those who had never tried CoreLife Eateryand were hungry for deep flavors.

WorkThe primary goal of the campaign was to generate asmuch visibility as possible for the tasty new bowl overthe course of a three week period. First, an audience wasestablished using tailored keywords and enabled acrossall of the eatery's Facebook locations. We then publishedposts promoting 50% off and BOGO offers in-store, aswell as product-focused and customer-centric photos. Inaddition, we produced a video that fully announced thenew product, updated the website homepage and socialplatform banners, and implemented a pop-up site-wide.Finally, an email announcement was distributed to ourentire database of fans.

ResultsThe campaign was a hit! CoreLifeEatery garnered millions ofimpressions across its platforms.Specifically, the announcementvideo saw 330,000 views, the emailearned an impressive 30% openrate, and the pop-up capturedalmost 80,000 views. Thenewly listed menu item on thewebsite also saw 10,000 visits. Data showed that the campaignreached untapped audiencemembers who were not previouslyfans of the brand. In addition, andmost importantly, the Spicy Thaibowl was the second most popularitem sold in-store following thepromotional period. It was a big winfor both our client and our agency.

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