Case Study:

BARRELS & BOARDS

Industry

Food & Bev

Company Size

30-40 Employees

Established

2020

Background

Barrels & Boards, a popular restaurant known for its craft whiskey and delicious food sought to expand its local customer base and increase overall sales. At the start of their marketing campaign, the restaurant had 2,500 Instagram followers. Their goal was to increase brand awareness, both online and offline, while driving sales through enhanced takeout options.

Challenge

The restaurant needed to significantly grow its local following while converting this increased online engagement into in-person and takeout sales. With limited brand recognition beyond their existing customer base, Barrels & Boards had to find a way to stand out in a competitive market; this is where AVARIA stepped in.

Strategy

• Content Creation: The restaurant focused on producing high-quality content for social media. They posted according to an algorithm prioritized schedule, highlighting their signature dishes, takeout options, and the unique dining experience they offered. User-generated content played a key role, with customers encouraged to share their own photos and experiences.
• Billboard Advertising: To complement their digital efforts, Barrels & Boards invested in billboard advertising across multiple high-traffic locations. With an average of 295,000 impressions per day, these billboards featured eye-catching visuals of their most popular dishes and a clear call-to-action, driving local awareness and encouraging new customers to visit.
• Takeout Integration: Understanding the growing demand for convenient dining options, Barrels & Boards streamlined their takeout service. They integrated user-friendly online ordering systems and promoted these services heavily through both their social media channels and billboard ads, making it easier for customers to enjoy their meals at home.

Results

Over the course of 12 months, Barrels & Boards saw significant growth across all metrics:

• Social Media Growth: The restaurant's Facebook following grew from 2,500 to 12,500, adding 10,000 new local followers. The increase in engagement also led to more user-generated content, further boosting their visibility.
• Sales Increase: The integrated marketing approach, especially the emphasis on takeout options, led to a 17% increase in overall sales. Many customers who discovered the restaurant through social media or billboards became repeat customers, either dining in or ordering takeout.
• Brand Awareness: The billboard campaign, with its massive daily impressions, significantly raised local awareness of the brand. This not only contributed to the increase in foot traffic but also solidified Barrels & Boards' presence as a top dining destination in the area.

Conclusion

By combining digital content creation with traditional billboard advertising and optimizing their takeout services, Barrels & Boards successfully expanded their local customer base and achieved a notable increase in sales. This multi-channel marketing approach proved effective in driving both awareness and revenue growth, establishing the restaurant as a favorite among local diners.