CASE STUDY

Revamped Marketing Increased Revenue +20%

The Problem

Corporate Catering was the highest profit sales stream for a national restaurant chain, however sales had stagnated as more competitors came into the category. 

How I Solved It

I revamped the company’s marketing and sales efforts to its B2B customers. Target audiences included office managers, hospital administrators, universities and schools, pharmaceutical/medical reps, medical office managers, and store managers of big-box retailers.

  • Established a targeted and localized B2B sales strategy to find and nurture leads. 

  • Hired a field sales team

  • Introduced a digital platform for account-based marketing / CRM to find and manage leads, and convert buyers into repeat purchasers.

  • Established a marketing calendar with evergreen and seasonal campaigns

  • Implemented online ordering technology capabilities to make ordering process friction-less

  • Updated creative assets and messaging

  • Added new products to broaden appeal and increase average sales per order

The Outcome

Stacked wooden blocks with blue arrows indicating upward growth.

  • Catering Business Unit revenue and profit increased +20%

  • Set the stage for the catering business unit to soon after achieve $100M annual sales

Karin possesses a rare blend of creativity and data-driven decision-making, which has been instrumental in crafting and executing marketing and sales initiatives. Her dedication to fostering a collaborative and innovative work culture boosts team morale and leads to measurable improvements in sales and productivity. She is, without a doubt, a visionary and a tremendous asset.

- Elizabeth Dias, Director of Catering Sales, QDOBA Mexican Eats

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