These are details of a restaurant birthday campaign which brought in little over $14,000 in 3.5 months for a steakhouse restaurant.
You can check out a demo of the bot / campaign here. Just comment on the Facebook post in this link >>> https://rplg.co/6cb1d130
The ad spend for 3.5 months was about $550
Over 620 people opted into the offer.
There were about 180 redemption’s of the offer.
Assuming an average order of $25, the campaign brought in about 740 customers.
Average sale per redemption was about $74.
All redemption’s were automatically recorded in a spreadsheet.
The offer was a free lobster or steak dinner for the person who was born in that month.
A minimum table spend of $25 was required to avail the offer.
At a high level, the campaign has 4 steps :
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Customer comments on Facebook Ad / Post
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They get an automated message from a messenger bot
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Once they optin, they receive a coupon
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They redeem the coupon at the restaurant
The Facebook post / ad
The ad tells them that they can avail a free dinner till the end of the month and that they will receive the coupon in messenger.
The ad targets people who have their birthday in that month within a 5 mile radius from the restaurant.
On average, about 3000 people will meet this criteria.
The Messenger Bot
The birthday campaign has been around for a long time.
What make this campaign different and successful is the Messenger bot.
If the Facebook ad is the fuel, the Messenger Bot is the engine.
It allows you to automate direct communication with customers in large numbers.
The messenger bot manages delivery of the coupon, redemption’s and tracking the redemption’s.
The Coupon
The coupon is delivered through Messenger after the customer opts in.
The coupon is just an image saying that they are entitled to a free dinner.
The Redemption
During the birthday month, people who opted in are sent reminders to redeem the coupon.
At the restaurant when the customer is ready to redeem the coupon, they show the coupon to the server, who enters the amount and redeems the coupon.
You can check out a demo of the bot / campaign here. Just comment on the Facebook post in the link >>> https://rplg.co/6cb1d130
The demo does not include any reminders.
Many restaurants are now implementing such campaigns including Mexican, Vietnamese, Pizza joints, Bar and Grills etc. Redemption rates usually vary between 15% to 25%. Most spend between $5 to $10 on ads, each day.
An added benefit of this campaign is that it builds your list of customers, who you can reach out to later, with other offers. Restaurants who run such campaigns can build up a list of thousands of customers over a year.
We have seen restaurant owners and other business owners stress over social media – wondering what to post, when to post, where to post – Instagram or Facebook, how often to post etc.
In 99% of the cases, only 2% of your audience will see your posts organically. Having your own list of customers is like having your own TV station, radio or billboard. It helps you generate revenue on demand.
We will be updating the messenger automation to collect customers phone numbers and email. This way, you have 3 different channels to reach your customer.
We hope you found this information useful and implement it in your restaurant.
Send us a message if you are looking to grow your restaurant or business and if you would like to implement a similar campaign.