The restaurant business is always competitive, with diners often having more than one option for whatever they’re craving. For Rodney’s Bar-B-Que and Catering in Dallas, GA, whetting the appetites of customers for a night out was one goal, while letting those same customers know about the restaurant’s catering business was another. Together with Comcast Spotlight, they cooked up a custom multi-screen advertising plan to achieve both objectives.
Pretty much everyone needs to eat, which meant Rodney’s had a relatively wide target audience: adults 18 and over, with an emphasis on men. That emphasis made sports programming a natural fit, and Rodney’s took advantage of the heaping portion of engaging sports coverage with television advertising on networks like ESPN, ESPN2, FOX Sports 1 and regional sports networks. Rounding out the plan was digital advertising on Xfinity.com within the restaurant’s local area.
Any business would find the results of this campaign appetizing: Rodney’s daily sales doubled, from about $1,200 to $1,400 per day to approximately $2,400 per day.