SUCCESS STORY
Black Angus Steakhouse lowered its CPA XX% by moving their traditional advertising
budget to digital messages with fresh brand creative.
20%
Lower CPA
10%
Lower CPA
25%
Lower CPA
50%
Lower CPA
THEIR STORY
A Steakhouse Classic
Black Angus is a classic steakhouse with over 50 locations across the west. They are known for high quality hand-cut steaks at reasonable prices. Historically the brand's advertising dollars were spent mostly in mailbox circulars using printed coupons.
THEIR GOAL
Reduce the need for expensive print advertising and coupon discounts while broadening
their audience age demographics to include <45 year olds.
“Brandtailers has helped Black Angus survive the Covid pandemic and come out shining, from keeping our brand front and center with our core audience while expanding our customer base to include the younger audience we’ve been missing. To do this under normal circumstances is impressive, but to do it during Covid truly speaks to their talent and expertise. And by moving us further away from costly traditional media into effective digital options, they literally cut our customer acquisition costs in half. They truly understand the industry, and our brand, inside and out.”
THEIR SOLUTION
New Branding / New Media
Brandtailers first revamped the Black Angus brand to appeal to a broader audience to include younger guests. Next, we ran a series of digital tests across multiple platforms to determine the optimum media and message mix. These tests occurred in late Spring 2020 during the height of dining restrictions due to the Covid-19 pandemic. In spite of this, Black Angus saw success from these tests, concluding that a combination of social and digital ads worked best in conjunction with organic search and social posts.
From this point on, print advertising was replaced with digital and continues today. The media budget is smaller while ROAS (Return On Ad Spend) is bigger. Coupons have become a much smaller part of overall messaging, which positively affects their PPA. Best of all, cross-channel measurement that includes measurable foot traffic shows first time and repeat visitors <45 years have increased 32%. Now, with dining returning to pre-Covid options, Black Angus is exceeding their 2019 sales numbers with higher profit margins. Brandtailers first revamped the Black Angus brand to appeal to a broader audience to include younger guests. Next, we ran a series of digital tests across multiple platforms to determine the optimum media and message mix. These tests occurred in late Spring 2020 during the height of dining restrictions due to the Covid-19 pandemic. In spite of this, Black Angus saw success from these tests, concluding that a combination of social and digital ads worked best in conjunction with organic search and social posts.
From this point on, print advertising was replaced with digital and continues today. The media budget is smaller while ROAS (Return On Ad Spend) is bigger. Coupons have become a much smaller part of overall messaging, which positively affects their PPA. Best of all, cross-channel measurement that includes measurable foot traffic shows first time and repeat visitors <45 years have increased 32%. Now, with dining returning to pre-Covid options, Black Angus is exceeding their 2019 sales numbers with higher profit margins.
