Our team has focused on creating and executing short-term Facebook and Google advertising campaigns while optimizing the Weber Grill Restaurant website since the beginning of October, 2019.
How We Leveraged Digital Advertising to Increase Restaurant Reservations and Revenue
Weber Grill Restaurant came to us in the fall of 2019 after experiencing four consecutive periods of declining reservations, revenue, and engagement within their loyalty club. We discussed a number of challenges and a variety of services. Ultimately, we decided to design a series of Facebook Ad campaigns, later complemented by ongoing Google Ads.
As a result of these efforts, the Weber Grill Restaurant website saw 50% more Unique Pageviews and 56% more Total Pageviews from from October 1st – December 1st, compared to the previous period (July 31st – September 30th).
Specifically, website traffic to the reservations page increased by over 40% during that time period. Even if we look at the same time period (October 1st-December 1st) of the previous year (2018), we see more Unique Pageviews (+35%) and Total Pageviews (+43%).
Increased Website Traffic To Targeted Pages Makes Restaurant Sales More Likely
Admittedly, website traffic is not our only goal, but it is a KPI for successfully engaging qualified customers at a deeper level. We assume people who visit a restaurant’s website are more likely to visit that restaurant. We also know we’re limited in how much we can influence these website visitors to make a reservation and/or walk into a Weber Grill Restaurant. However, these KPIs do correlate to an increase in a la carte sales and Academy Course purchases during the same time period. Even at its Schaumburg location, which was underperforming in terms of revenue, traffic to the Schaumburg location page was up 146% over the previous 60 days and up 109% during this time period compared to 2018.
56%
Increase in Total Website Pageviews
40%
Increase in Website Traffic to the Reservations Page
