Robeks is a growing local/regional foodservice retail chain in the "healthy" eating, fast-service segment. Featuring proprietary smoothies with optional health supplements, Robeks also sells sandwiches, salads and packaged dietary health supplements.
Challenge: RSC Marketing & Advertising was retained on a project basis to turn around poorly performing company owned, recently franchised store in La Jolla, California. The store was located in an easily accessible strip center location with poor street visibility. Moreover, little local area marketing had preceded our initiative and so awareness in the community was low.
Solution: RSC Marketing & Advertising initiated a multi-tier local area marketing strategy. We developed a door hanger campaign, using bright graphics designed to elicit appetite appeal and elude to the health benefits. And we backed that up with bounce-back coupons distributed in-store, at area office buildings (where we arranged sampling/taste promotions), and at various fundraising promotions with area non-profits.
Result: Coupon redemption was over 7%, nearly triple typical restaurant industry performance. The customer base was greatly expanded, and the store returned to profitability within the 1st 30 days of the campaign.