One of the UK’s most loved pie restaurants, Pieminister needed a holistic, multi-channel approach to promote its restaurants, D2C online store, VIPie memberships, and B2B wholesale service.

THE CHALLENGE

Pieminister launched their online store with pies available to buy direct. Most major supermarkets also stock and advertise these products across Google Shopping and elsewhere, creating a competitive environment to lure potential customers away from their regular supermarket shop and onto the Pieminister site. The nature of walk-in restaurants also means, for performance marketing especially, that while generating traffic and awareness is extremely valuable long-term, guaranteeing direct bookings and conversions from ad sessions is a difficult promise. They also had no e-commerce or event tracking set up, so there was no prior visibility of their existing PPC results.

SO, HOW?

Firstly, I implemented full event tracking and e-commerce tracking, through Google Tag Manager, Google Analytics, and the Meta Pixel. For strategy, understanding marketing channels was crucial in finding the right people for each particular business strand. D2C activity such as restaurant and online store promotion was done mainly through geo-targeted Meta Feed and Stories Ads to interest audiences, customer lists, and Meta Lookalikes, with super-engaging videos and animations. To mitigate the aforementioned challenge and to encourage a direct conversion here, I utilised engaging hooks and money saving offers to create urgency to convert users. To promote Pieminister’s B2B activity, I used highly targeted keywords and audience segments to serve informative, enticing Google Search ads to business owners in hospitality industries, centered around their common existing pain points.

In the past six months, Pieminister have seen a 43% increase in membership sign ups with a 91% CPA reduction, as well as a 49% increase in wholesale B2B leads while reducing CPA by 24%.