Sanpeggios Pizza - How we helped the New York style pizza chain based out of Birmingham, Alabama build a solid digital presence and drive YOY growth by 20%
Client
About the Client
Sanpeggio's Pizza is a 23-year-old pizza chain based out of Birmingham, Alabama known for its New York style pizzas. Sanpeggio's currently operates at 5 locations and is geared up to open its 6th location.
Website: https://sanpeggiopizza.com
Opportunity
The brand was taken over by a new management and the focus was to take the legacy traditional brand onto digital platforms and build awareness and drive business growth.
Project Timeline
October 2021 - March 2023
Project Title
How we helped a New York style pizza chain based out of Birmingham, Alabama build a solid digital presence and drive YOY growth by 20%
Approach and Findings
As a 22 year old brand with zero digital presence majority of the customers where above the age group of 35 and thus the brand was losing on a vast urban TG(Target Groups) that was young, has a higher frequency of dining and ordering from restaurants.
Our strategy was to build a digital communication that leverages the brands legacy and authenticity yet keeping the positioning vibrant and young.
We suggested the management to go heavy on digital with Performance Marketing Campaigns that will drive and scale the online orders through the website
Work Done
Our team worked on the complete Digital Strategy right from Website Development, building a strong SEO, setting up of Social Media accounts, building social media engagement to driving performance campaigns to scale website traffic and online orders.
We delivered the following during the project.
- 1. The project began with our team designing and developing a custom Wordpress website with strategic focus on SEO and Keyword mapping for the legacy 3 locations. The focus was to design the user journey and build stand alone location pages for each locations that would help us track the users for different locations with ease.
- 2. Post the website and social media launch in first week of December 2021 we consciously decided to go the organic route and track the organic traffic and order conversions in the first 2 weeks.
- 3. Once we had a base numbers of the first two weeks and saw limited to no traffic and online orders organically we launched our Performance Marketing Campaigns from the third week of December. With our performance marketing campaigns we were able to deliver website orders worth $27k in just 12 days and the brand registered the highest monthly sales ever.
- 4. With our continuous performance marketing campaigns the brand saw a positive monthly year on year growth for the entire year with around 30% of the total monthly business contribution coming through website / online orders.
- 5. Our team also delivered a custom developed iOS and Android Mobile app for the brand to build better user engagement and drive customer stickiness and retention. This app was integrated with Google Firebase at the backend for ease of making changes on the app frontend in real time and having capability to send push notifications and in-app notifications.
- 6. At the end of 1 year of our association our team had helped increased the overall monthly sales by 50% in comparison from the month we started.
Outcome
Our team was able to deliver a staggering annual YOY growth of 20.05% as compared to a mere 6% growth for previous year. 80% of the YOY growth was contributed by website/online sales.