Breadth Marketing

Lily P’s, located near Kendall Square, Boston, has been serving the community for 4.5 years. While the restaurant is renowned for its award-winning fried chicken, it offers a broader menu with a variety of options. Historically, Lily P’s thrived due to high office traffic pre-pandemic, but recent changes in the local business environment have significantly impacted customer flow.

CHALLENGE

Limited Foot Traffic in Current Location:
The area surrounding Lily P’s has seen reduced activity due to vacant office spaces, which has directly affected the restaurant’s daily customer influx.

Closure on Weekends:
Lily P’s remains closed on weekends due to insufficient business, leading to missed revenue opportunities. However, the space is available for private events during these times.

Underdeveloped Branding and Market Perception:
Lily P’s is primarily perceived as a fried chicken spot, overshadowing its diverse menu offerings. This limited perception has restricted the restaurant’s appeal to a broader audience.

Underutilized Private Event Spaces:
Despite having ideal spaces for private events, these areas are not fully utilized, resulting in missed opportunities for additional revenue.

Slow Mondays:
Mondays are particularly slow, impacting overall weekly revenue. This day needed targeted efforts to boost customer traffic.

Underpromoted Catering Services:
Catering services at Lily P’s have substantial growth potential but have not been adequately marketed, resulting in underperformance in this revenue stream.

Lack of a Promotional Calendar:
Without a structured promotional calendar, marketing efforts were sporadic, leading to missed opportunities for consistent customer engagement and revenue growth.

SOLUTION

Comprehensive Marketing Plan:
Breadth Marketing developed and executed a comprehensive marketing plan to address all of Lily P’s challenges and maximize all revenue centers.

Promotional & Events Calendar:
Breadth created a promotional and events calendar aligned with the brand’s concept, focusing on driving traffic on slower days. Key initiatives included “Shucking Good Mondays” to tackle the slow start of the week and “Brews & Blues Wednesdays” to capitalize on the existing live music scene and boost mid-week sales.

Brand Awareness Campaigns:
Breadth launched impactful campaigns to drive brand awareness, including a celebration of National Fried Chicken Day, which highlighted Lily P’s award for best fried chicken. This campaign not only boosted sales but also enhanced the restaurant’s market perception.

Event Lead Accelerator Program:
To address the underutilization of private event spaces, Breadth implemented its Event Lead Accelerator program, designed to generate a steady flow of event leads and bookings.