Roadhouse Grill
goal: Increase sales; aggressive ROI
challenge: This national chain of over 70 restaurants was suffering from an identity crisis and slumping sales. The marketing department was given a goal of $3 sales return for every $1 spent on marketing.
insight: Target audience most enjoyed the large portions of “American Food” offered by RHG. They wanted to feel dining here is a value.
strategy: Focused on the casual atmosphere, friendly service and large portions. Direct response marketing that tracks performance yet maintains brand identity accompanied outdoor boards and print advertising in smaller local papers to most efficiently reach target audience within a 5-mile radius of each location.
results: In 2001, sales increased for the first time in almost 2 years. The return on investment in 2002 FSI drops averaged 8.6 to 1. That’s over 2.5 times the goal. Throughout 2003 return on investment continued to average over 7 to 1.
