
Strategic Property Group
Case Study
Here’s how we helped a local pizzeria improve their bottom-line revenue by improving direct sales, regular orders and catering bookings through email marketing, social media, website optimisation and Google Ads.
Increase in online delivery orders
Our campaigns drove direct online orders up by almost 1,700%
Increase in weekly online sales
Our campaigns boosted online transactions by over 200%.
Increase in monthly phone calls
We generated a surge in phone orders and general enquiries.
The Pizza Lounge has long been regarded as one of Swanbourne’s local dining treasures, providing the tastiest, freshest wood-fired pizzas, authentic Italian pastas, salads, sides and desserts since 2001.
With take-away and delivery options, as well as their fully licensed dine-in venue and mobile catering options, the popular pizzeria is renowned for its handmade pizza bases, Italian-trained chefs, and range of gourmet wood-fired pizzas.
Whilst The Pizza Lounge had an established customer base when we first came on board, our challenge was to maintain these ongoing customer orders, whilst helping to identify and implement digital marketing strategies that would introduce the local pizzeria to new customers.
Since coming on board in June 2019, we introduced a series of marketing, branding and content strategies to address each of the identified objectives.
This involved a multi-channel strategy which set out to drive orders, maintain brand positioning, and to improve the customer experience to ensure all Pizza Lounge customers enjoyed their experience enough to come back again and again.
A digital marketing strategy and market segmentation were defined to identify the best ways to reach customers through targeted campaigns and content. After working with the client to refine the strategy, we launched a number of new initiatives to assist in maintaining healthy levels of online orders, such as:
New mobile website ordering
Since a large proportion of all orders were coming from online sources, it was essential to ensure the website was providing an optimal experience for customers.
We recognised an immediate opportunity for improving the user experience of the website and proposed a new design that would help to drive more sales and conversions through a simplified, stylish new look.
We then worked with the owner to design, code and implement a brand-new website which provided customers with a fast and easy ordering experience.
The new site was then launched on 15th September 2020 and has since seen remarkable improvements in website sessions, online orders (pickup), online orders (delivery), and phone calls.
The Pizza Lounge was not actively reaching out to their database of customers regularly, which is something we identified early as a market opportunity to boost orders. After working with the client on a communications strategy to identify regularity, targeting and content themes, we implemented the following initiatives.
The Pizza Lounge had a great following, so our aim was to continue providing engaging, entertaining and informative social media content. Using the content strategy that we had developed for the client, we introduced a series of paid and organic social media content to promote key messages for the lounge, such as upcoming specials, promotions and key menu items.
Social media & Google Ads examples
After identifying a niche area of opportunity in the catering space, it was clear that The Pizza Lounge’s mobile pizza oven provided a high value revenue stream to support ongoing orders. When we first met with the client, they were averaging a single booking every 4-6 weeks, with ample capacity to increase the velocity of bookings.
As a result, we launched a highly targeted Google Ads campaign to target customers using search engines to source local catering options.
The client had never ventured into Google Ads, so we were absolutely delighted to see the campaign becoming a huge success. Bookings went from just once every 4-6 weeks, to times where there were 3 bookings in a single week. We even reached a point where the mobile pizza oven was often booked out weeks in advance.
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The digital strategy the Living Online team mapped out and executed, has significantly increased awareness of the business and grown revenues over the past 2 years. At the same time, the focus on digital media has allowed us to take more orders via our online platforms for greater customer engagement and operational efficiency.
Since we joined forces in June 2019, The Pizza Lounge has seen results beyond their initial expectations.
After 26 months together we are still seeing great results, with monthly average order numbers up 25% in 2021, from the average set in 2020.