Milltown Bar & Grill: Serving online delivery services with a side of marketing
Challenge
ow do you build and launch an online takeout and delivery service integrated with customer data? Following the COVID-19 pandemic, Milltown Bar & Grill’s waterfront views could no longer draw customers in. With dine-in seating closed for the foreseeable future, they turned to third-party delivery apps for survival. Like many other restaurants, they soon discovered that the unsustainable commission rates, lack of control over their profile, poor delivery standards, and lack of customer data for marketing decisions were harming their business. They came to Major Tom to help build and launch their own takeout and delivery service. Delivery and takeout were an uncharted territory for Milltown which, along with their shoestring marketing budget, posed a unique challenge. We knew they would benefit most from a cost-effective long-term solution.
Solution
Integrating a seamless online ordering system with marketing efforts for maximum ROI Implementing a takeout and delivery ordering system to keep Milltown making a profit was precedent. The first step was to update Milltown’s website to best serve takeout and delivery. We updated the sites’ content, condensed menu items, and got their site SSL certified. Major Tom also ensured that Milltown’s popular Sunday Night Prime Rib was placed prominently to boost sales and to keep a much-loved tradition alive for regular customers. Flipdish, an online ordering system that only charges a 7% commission rate — compared to 15-30% charged by third-party delivery services — was integrated into the website to allow for online ordering. We also prioritized letting their customers know of the updated options with a multifaceted marketing campaign. We boosted Facebook and Instagram posts advertising the new changes and created “Tag and Win” social media contests targeting people who lived within 3 miles (5km) of the restaurant. We also supported our marketing efforts with a press release published on Daily Hive’s Adopt My Shop program.
Results
AVERAGE TAKEOUT MEALS A WEEK 100 INCREASE IN SOCIAL MEDIA FOLLOWERS 25% COMMENTS AND ENGAGEMENTS FROM THE “TAG AND WIN” CONTEST 3,000+ THE SUNDAY NIGHT PRIME RIB DEAL EACH WEEK Sold out
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