OBJECTIVE:
Annual sales were off 19.5% from the previous year.

Get people in the door.

ISSUES WE SAW:
While the restaurant offered a fine product and beautiful environment, they were competing with a myriad of restaurants and new openings within two miles of this spot. The customers who came in were loyal and regular; however the lost market share and the competition were rising rapidly.

The name needed more definition which could tell people at a glance more of what to expect inside.

GETTING DOWN TO BUSINESS:
Defined the restaurant as "Mexican Bistro and Margarita Bar" and incorporated this definition into the logo.

Created a direct mail piece with gift certificate, which did not discount or cheapen the product, however took some of the risk away from the customer for trying the place, or coming in again. Sent this out to 34,000 homeowners pre-qualified by their home assessed value, and who lived within 2.5 miles and/or 15 minutes driving time of the restaurant.

Created and implemented a simple, yet to the point Customer Survey card that allowed people to sign up for the mailing list in addition to giving instant feedback.

RESULT:
Over 2200 responses which brought in over 6700 people within 10 weeks.

Over 3300 new people, who had just eaten in this restaurant, were now in a clean and up-to-date regular customer database.

Sales increased 22.5% over the previous year's gross in only fourteen weeks and with the current database, the regular customers could receive additional incentives to return with recurrent mailings throughout the year.