Updating consumer perceptions with news about “What’s New” and different at Southside Market boosted sales and paved the way for new restaurants/markets
Executive Summary
Client Challenge
With trendy nouveau BBQ competitors stealing the spotlight and sales growth slowing, Southside Market sought new strategies to ignite growth, including expansion into new markets.
- Needed to move from a special occasion or an occasionally visited restaurant to a regular weekly stop
- Create a proven, sustainable marketing engine to drive customer frequency and loyalty, brand awareness, retail and e-com conversions, and grocery store purchases
- Use the occasion of the restaurant’s second location grand opening to re-launch and refresh the brand
Solution
This classic brand got back in the news with a plan featuring 5 key ways to disrupt the status quo.
- Extend the new location “news” of a second restaurant in Bastrop and reinvigorate the brand in all channels
- Reassert the core brand on the occasion of the grand opening and make the entire re-launched brand more “newsworthy”
- Simultaneously launch an entire synergistic series of enhancements and celebrations of “What’s New” at Southside Market…”
Business Impact
- Sales in all channels have surged
- The second location has been a big success
- The third location in Hutto is slated to open in 2019
“Southside Market had lots of good news and stories to tell. Communicating those creatively to the market spurred a new level of interest that translated to increased sales and expansion.”
- Jim MicDonald, Partner & CMO
Client Challenge
With trendy nouveau BBQ competitors stealing the spotlight and sales growth slowing, Southside Market (the oldest BBQ in Texas, operating since 1882), sought new strategies to ignite growth and pave the way for new markets/new restaurant expansion.
Customer feedback highlighted the need to move from a special occasion or an occasionally visited restaurant to a regular weekly stop. In addition, the company needed to create a proven, sustainable marketing engine to drive customer frequency and loyalty, brand awareness and topicality, retail and e-com conversions, and grocery store purchases.
Leadership sought to use the occasion of the restaurant’s second location’s grand opening (Bastrop) to re-launch and refresh the brand by highlighting the many new ways Southside could help create convenient yet wonderful meals.
Solution
Chief Outsiders Strategic consultant, Jim McDonald, recommended updating consumer perceptions with news about “What’s New” and different at Southside Market including new restaurant/markets expansion plans, a stream of news about exciting new products, grocery store distribution expansion, and culinary awards.
The marketing plan featured five key ways to disrupt the status quo: add new locations strategically; add engaging new products; expand grocery store distribution; promote meat market fresh cut meats to cook at home; and boost online ordering with new nationwide shipping.
The team made the brand more “newsworthy” by tying in new advertising and regional and national publicity to raise the brand’s awareness and topicality. Simultaneously, they launched an entire synergistic series of enhancements and celebrations of “What’s New” at Southside Market…”
“What’s New” tactics included other types of meals in addition to traditional BBQ, new menu items and features, new Sampler Packs to go, and Southside Market meats now available in your neighborhood grocery store. In addition, the team generated Fresh new outdoor, radio and TV advertising and promoted a re-do of packaging and POP claims to include: All Natural. No Artificial Ingredients.
Business Impact
The “What’s New” and different at Southside Market strategy boosted sales and paved the way for additional restaurant locations and markets. Sales in all channels have surged, the second location has been a big success, and the third location in Hutto is slated to open in 2019.