Traffic Generation

Perkins Restaurant and Bakery Traffic-Driving Marketing Plan:

Situation: Perkins, a well-known restaurant chain, needed to repair the price/value relationship with their guests. Weinstock Marketing worked with Perkins to better engineer the menu, adding new options as well as old favorites. Once the menu was ready, WM focused on increasing guest counts and restaurant sales by implementing a multi-platform, traffic-generating marketing plan.

Objective: Increase guest traffic and sales by re-establishing Perkins as a value brand.

Concept: Encourage customers to find the value at Perkins with the theme, “Celebrate the Perks” at Perkins.

Details: The “Celebrate the Perks” program was communicated through:

• New media strategy for a new target
• Sweepstakes
• The first-ever digital/web campaign for the brand
• Frequent dining program
• Timely radio spots supported the promotion
• TV commercials highlighted the extra values and great food at Perkins
• Point-of-Purchase promotions
• Crew up-selling incentive programs

Results: The “Celebrate the Perks” strategic marketing plan led to a double digit increase in guest traffic and a positive increase in overall Perkins sales.