The Quick Service Retail (QSR), restaurant and hospitality industries saw their storefront business go from unprecedented growth to a complete stand-still in a matter of weeks, due to social distancing measures to stop the spread of COVID-19.
The year of 2020 is likely to be one of the most innovative milestones for restaurants, QSRs and the hospitality industry. In a matter of weeks, the primary ordering channels shifted from in-store customer experiences to online. Brands and businesses who quickly adopted, experienced and saw the opportunities of a connected digital marketing approach to engaging their local market customers.
Edley’s BBQ saw an opportunity in streamlining in-store and digital customer experiences regardless of ordering channel. With GoGoGuest WiFi marketing already in use across all of the Edley’s locations, a connected customer experience is the next step forward.
In-store experiences that integrate with a customer's digital journey pays off for Edley's Restaurant Group, a leading and innovative QSR brand based in Nashville, TN.
Nashville, TN is home to Vanderbilt University and home to popular country music live venues and events. 16.1 million tourists visited Nashville in 2019, an increase over the previous record of 15.2 million tourists in 2018, according to the Nashville Convention and Visitors Corporation.
The pandemic wiped a big chunk of the revenue for restaurants, hospitality, QSRs and event businesses. Businesses like Edley’s BBQ, a fast-growing QSR brand had to quickly turn their attention on engaging and connecting with Nashville’s local population of 678, 448, the 23rd largest city in the United States.
In response to the pandemic, Edley’s BBQ worked closely with GoGoGuest to launch an full-cycle digital marketing strategy. This includes, WiFi marketing, email marketing, SMS marketing, web marketing and our customer loyalty program.
Elevating your customer experience in any ordering channel starts with your customer data. Since Edley’s is a GoGoGuest WiFi marketing customer, it was super easy to add new integrations including Toast POS system and other third-party delivery apps.
This meant, all their customer profiles are in one place and seamlessly updated with new information from each of their favorite systems. A secret to successful QSR marketing always starts with your customer data.
GoGoGuest first implemented a WiFi marketing strategy for all the brands that are part of Edley’s Bar-B-Que Restaurant Group. Customer acquisition was a big focus for Edley’s in 2019. This first step grew Edley’s permission based and active customer list by 15K.
With a successful in-store customer acquisition strategy, the Edley’s team wanted to step up their customer marketing through a combination of email marketing and social media strategy. In the early days of the pandemic this proved to be an efficient and effective approach generating 80% of revenue and an increase of 48% AOV.
What is next:
Don’t take our word for it. We encourage you to dive in and dig deeper. Have you read The Customer Engagement Playbook? Produced by the GoGoGuest team, it offers actionable next steps and best practices on how to implement these actionable full cycle marketing tips from creating awareness, customer engagement to growing customer loyalty that drive value.
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A collection of useful resources, guides, customer success stories and product updates from the GoGoGuest Team.
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