CASE STUDY

Customer Acquisition:
Increasing awareness and relevance with a new audience drives +7% sales growth in one year for a national restaurant chain

Close-up of a burrito with grilled chicken, black beans, yellow bell peppers, onions, and rice, held with foil-wrapped hand. Another person is holding a fork with food in the background.

The Problem

National fast casual restaurant brand faced a multi-year decline in brand awareness, which stymied sales growth.

How I Solved It

I conducted a Customer Segmentation Study and identified that the biggest opportunity for growth was to atrract and engage a younger consumer than was buying the brand, primarily Gen Z.

I then developed and executed a multi-pronged marketing plan to “young up” the brand. This featured an overhaul of digital marketing, strategic brand partnerships, and new products.

  • Developed and introduced three new product lines with bold, on trend and unique flavors including Brisket Birria and Cheese Crusted Quesadillas

  • Updated the marketing visuals and language

  • Reinvented social media efforts, and added new marketing channels of TikTok and Social Influencers

  • Developed partnerships with complementary brands that reached new audiences such as Tinder, T-Mobile, and Coca-Cola

The Outcome

  • Sales increased +7% in one year, outperforming the category.

  • Brand Health improved significantly.

  • Awareness increased +330 bps.

  • Consideration for eating at the restaurant in the next 30 days increased +310 bps.

  • Brand Loyalty increased +200 bps.

  • Brand was voted a top Fast Casual restaurant by USA Today Readers.

Karin is an extraordinary leader that drives her team to achieve strong results. Under her leadership, our marketing organization successfully drove same store sales, developed strategic annual marketing plans, enhanced brand creative and launched innovative menu items and national campaigns to acquire new guests and drive guest frequency.

- Kim Zamir, Vice President of Marketing, QDOBA Mexican Eats

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