Client: Padrino’s Market: Miami
Padrino’s restaurants is a third generation collection of Cuban restaurants in South Florida. The pandemic had ravaged the restaurant industry and, not being an exception, the company had also been deeply affected by the situation. The restaurant group had great potential but lacked the resources to properly execute all marketing initiatives. This is not an uncommon scenario in the hospitality industry and in this age of digital marketing which requires a diverse set of skills and specializations which can only be accomplished by a large team. This of course can be incredibly costly and complex to manage. The company needed a team that truly understood their needs and their business to create a new strategy and plan that could catapult the company into steady growth and to the next level.
Breadth provided a cost effective solution by not only bringing a unique set of skills and over 15 plus years of specific experience in the hospitality industry, but also a team that could execute across all digital channels. It started by evaluating the foundation of the company, looking at each restaurant’s numbers, evaluating technologies being used, team structure, vendors, current strategies and understanding every one of the company’s pain points; be that operational or marketing related. It is extremely important to get a full breadth of view of the business to then successfully create a marketing plan that is aligned with the company’s goals and objectives.
The Breadth team created an annual strategic marketing plan which laid out detailed strategies, tactics and an organized calendar for implementation. Breadth works as an extension of the team and really cares about the long term success of the company. It focuses on growing brand value without sacrificing margins.
We manage all SMS campaigns from start to finish. Creating a monthly calendar that is aligned with the campaign calendar, and creating automated messaging with offers to keep guests coming back. We optimized send times and negotiated SMS rates.
SOCIAL MEDIA MANAGEMENT
Created content that fine tunes Padrino’s image style and tone of voice making sure that we truly transmit what the brand and it’s food is about. We leveraged the Padrino’s family members to create content that is relatable and connects with their audience, growing engagement and its local audience. We implement best practices for community management, going beyond responding to comments but engaging with other accounts that are relevant, thus building organic awareness and fostering relationships with guests and potential guests.
Managed all social media and Google ad campaigns delivering above average ROAS (5:1) and ROI (6:1). Implemented systems that allowed for proper attribution and results tracking to the restaurant level.
Implemented data growth strategies to grow Padrino’s audience. Segmented lists and created email campaigns specifically targeted by interests, thus achieving higher open and click through rates. Managed all email marketing efforts, creating a email calendar that is aligned with the campaign and promotional calendar.
After evaluating the functionality, structure and design of Padrino’s previous site, with our team of UX designers proceeded to build a custom website that is thoughtfully designed for the group. The website has a specific intent of providing the most relevant information that customers look for on a regular basis, drive sales for higher ticket items including catering and private dining and creating clear call to actions for customers to place an order or make reservations.
The plan has been executed and the results have surpassed expectations. The company has seen double digit growth on various KPI’s including sales, check average and guest count. Positive brand sentiment and awareness has also grown exponentially through the implementation of tailored content strategies that has helped position the Padrino’s brand as the best Cuban restaurant in Broward County. The Fort Lauderdale location was recently voted Best Cuban Restaurant.
22% Increase in check average
37% Average Sales Increase vs. Last Yr
25% Increase in direct online orders
The Breadth team continues to develop and implement an ongoing plan for 2022 and beyond.