Known for its ButterBurgers and Fresh Frozen Custards, Culver’s is a world-recognized fast-casual restaurant chain. Their first restaurant opened its doors in 1984 in Sauk City, Wisconsin. Today, Culver’s ranks among America’s top public restaurant brands with more than 669 restaurants across the United States, and 18 coming soon in 10 states.
In 2018, one of the top-selling Culver’s franchises in the state of Florida partnered with Vital Marketing to expand their customer base and reach a new audience using Facebook offers.
The food franchise business has long relied on direct mail and national TV and radio ads to get new customers. For this particular franchise, their advertising consisted mostly of printed flyers and coupons sent to thousands of mailboxes every month.
As one of the top-selling Culver’s franchises in the state of Florida, their growth was significant month after month; however, the franchise owner recognized the importance of reaching new audiences through digital advertisement and sought out Vital’s leadership in this area.
To reach a new audience of customers and boost sales, the restaurant partnered with Vital Marketing to target people inside a certain radius around their physical location, using Facebook ads to promote their weekly specials.
Vital Marketing suggested using offers ads. Offers are discounts you can share with your customers on Facebook to encourage people to shop on your website or at your physical store. In this case, we wanted customers to redeem it in-store.
The Facebook offer ads appear with a “Get Offer” call-to-action button that saves the offer in the user’s Offers bookmark to use later, while at the same time it sends out an email with the offer details for them to print it out if they’d like.
People can bring the offer on the phone to your physical store and will be reminded on Facebook about your offer before it expires. A person who saves your offer will be reminded about it on Facebook up to 3 times, depending on their personal notification preferences. And if their phone has location sharing turned on, they'll get a reminder to use your offer when they're nearby.
After the first month running the offer campaign, a total of $274.94 ad dollars were spent to get 496 people to claim the offer on Facebook, and 94 people to redeem it in-store. The ad received 121 likes, 84 comments, 18 shares. The customer acquisition cost (CAC) for this campaign was of $2.92 per new customer.
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