Today’s pubgoers are looking for more than a pint of ale.
According to a report by Technomic, 41% of millennials purchase food away from home at least twice a week. And with food sales becoming increasingly important to pub profitability, there’s plenty of upside potential.
But millennials don’t eat just anywhere. They have less disposable income than their boomer parents, so pricey dishes are off the table. And with casual dining chains losing market share to faster, healthier options, F&B businesses must deliver the convenience and quality millennials demand, while keeping a ‘boutique’ personal feel at an affordable price.
Let’s just say, it’s a tall order.
Boosting Credibility on Paid and Owned Media
Looking at its Instagram feed, you’d never guess All Bar One is a national franchise with over 50 locations across the UK.
With posts ranging from cocktails in drag, to environmental activism (#StrawsSuck) and of course, hating Mondays, the pub chain’s online persona is as playful and irreverent as your local bartender. But for marketing manager, Mike Duffy, ‘social’ goes way beyond anything they could post on an owned channel.
“We felt that whatever we did needed to drive advocacy, recommendations and user-generated content that’s more believable and trustworthy than anything we could say as a brand.”
In May, Duffy launched the brand’s first micro-influencer campaign. Known for its sharing boards, tapas and killer cocktails, he wanted to le
Partnering with Micro-Influencers to Increase Sales
Using Takumi’s influencer platform, All Bar One enlisted the help of 10 female foodies, ages 25 to 39, with a combined reach of more than 200,000 followers. In a short brief, the brand invited the influencers to come try out their new brunch menu, share a #Brunchie (brunch selfie), and let followers know that if they did the same, they’d be entered to win a Mulberry Kite handbag.
The result? A monthly sales uptick of 28%.
“It’s difficult really understanding the direct ROI from an influencer campaign when you don’t necessarily have a redemption mechanic that is directly attributable to that influencer,” Duffy acknowledges.
“However, in May our brunch sales spiked to 28% like-for-like growth and then we saw a residual effect across the year so we ended our year at 13% sales growth in the brunch time slot. In real terms, that increased the number of brunches sold by 1,800 a week.”
Other KPIs included:
175,000 views on Takumi-generated images across social channels
63% increase in engagement across Facebook, Twitter and Instagram
594% engagement increase on #Brunch, #Brunchie and #Brunching
18% increase in number of followers on All Bar One’s Instagram account
“While our campaign was active we not only saw stronger sales, but interaction with the brand was up across the board,” says Duffy.
Duffy and his team at All Bar One plan to include micro-influencers in all future marketing campaigns. According to Duffy, influencer marketing is most effective when integrated with a wider strategy spanning owned social activity, promoted ads and posts to reinforce the message and develop a long-term conversation with consumers.
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