Driving Sales in Pandemic: Misfit Media's Strategy for Brick Oven Pizza Company

Brick Oven Pizza Company is a local pizza chain with an excellent reputation in its local markets. The company had been focusing on in-restaurant dining before the pandemic hit. When the pandemic forced restaurants to close down, Brick Oven Pizza Company needed a way to promote, accept, and manage online orders. They sought the help of Misfit Media to develop an online strategy to attract new guests to its restaurants. Despite the challenges of the pandemic, the company managed to increase its sales in 2020 and build a massive database of fans to continue the momentum at all locations and increase profitability.

Brick Oven Pizza Company, a local pizza chain, was facing a significant challenge when the COVID-19 pandemic hit. The company had been focusing solely on in-restaurant dining, but with the pandemic forcing restaurants across the United States to close down, they needed a new strategy. They needed a way to promote, accept, and manage online orders. The goal was to create a pandemic-proof system that could increase sales despite the external circumstances. If the state was in lockdown, the strategy would need to promote takeout and delivery orders. If the government lifted restrictions, it would need to highlight dine-in offers. More importantly, the system needed to be adaptable to change with market demands.

Misfit Media, an international restaurant marketing agency, came up with a comprehensive strategy to help Brick Oven Pizza Company navigate the challenges of the pandemic. The strategy involved omnichannel lead capture, Facebook JSON ads for acquisition, broadcasts, birthday campaigns, and a loyalty program. Misfit Media's system helped the pizza company capture leads with ManyChat's Growth Tools. They ran click-to-Messenger ads that showcased the restaurant's best-selling items to audiences living near its six locations. Once prospective and existing customers became contacts, Misfit Media could send them targeted messages through SMS, email, and Messenger and set up autoresponders to answer any queries. They also set up automated birthday promotions and a loyalty program to encourage repeat orders and increase overall customer lifetime value.

• Despite the uncertain times and external circumstances presenting significant challenges, Brick Oven Pizza Company managed to increase its sales in 2020. It built a massive database of fans to continue the momentum at all locations and increase profitability. The company saw a return on ad spend of nearly 955% and added 80,000 contacts to its customer database. Misfit Media's strategy helped the brand pivot to online ordering, takeout, and delivery, resulting in its most profitable months to date. Thanks to Misfit Media’s omnichannel automation strategies, Brick Oven Pizza Company has had its best months yet!

• $620,000 in sales

• 3.1 million impressions

• 80,000 contacts collected