The Current Situation
BuffBurger offers chef-inspired, quality food with a relaxed atmosphere in a market saturated with fast-casual and hamburger options. In order to compete and thrive, BuffBurger tasked Studio Brand with boosting local brand awareness. To accomplish this, SB created a full-suite service package that would supply BuffBurger with a strong brand identity, social media presence, press profile, and inbound marketing plan. Each element of the campaign was tailored to reflect BuffBurger’s modern-yet-rustic sensibility and creative style. The campaign kicked off as soon as BuffBurger opened in March 2015.
In first-year revenue
In second-year revenue
Average social media engagement per post
Unique website visitors per month
BuffBurger allows guests to enjoy gourmet food in a fast casual setting. Owners Paul “Buff” & Sara Burden moved to Houston in search of a place to share their dream of BuffBurger. Sara, a native Houstonian and Buff, a Londoner, knew Texas was the best place to do this, so they packed up and headed South. BuffBurger is a product of Paul’s passion for food and travel, his recipes inspired by many different culinary cultures. He found that all great food cultures had the same things in common, fresh ingredients prepared simply. These recipes are featured throughout the menu, and every salad, burger and side is made in house. From healthy entrees to indulgent sides, BuffBurger offers satisfying dining for everyone!
In order to attract new customers who would return again and again to BuffBurger, SB utilized marketing techniques old and new. We ran detailed, targeted Facebook ads to BuffBurger’s target demographic and tracked redeemed promotions in order to A/B test ads. We provided P.R. and outreach to local food writers and bloggers to promote press coverage and provided high-quality photos. We developed a mobile-responsive website to capitalize on geo-targeted apps and advertising. Finally, we ran four direct mailers to nearby neighborhoods to test the most effective content.
Project Goals and Objectives
The immediate goal of our campaign was to successfully launch BuffBurger and provide the brand with a functional, aesthetically pleasing website and social media profiles. Secondary objectives were to facilitate positive press coverage and build reliable mailing lists for direct mail and e-mail marketing. The ultimate goal was to make BuffBurger a neighborhood institution, steadily build revenues, and position the restaurant to expand to new locations across Houston.
Measure of Success
By the end of BuffBurger’s first year of business, they hit their $1.5 million revenue goal. In their second year, they have begun architectural plans for their second location, set to open in 2017. The SB team provided BuffBurger with the brand image that positioned the restaurant as simultaneously modern and rustic, and most of all, inviting. The direct mail campaign resulted in a 30% increase in revenue from first-time customers—a 7% ROI.
We entered the Houston restaurant market at a time when competition was high. SB helped us find our niche in the fast-casual dining rush.
— Paul “Buff” Burden, Owner, BuffBurger