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PF Changs

How online advertising converted a return on investment (ROI) of 2,000%

The challenge

PF Changs was not getting sufficient reservations on daily basis, they had 225 plates served per day. The demographics of their guests consisted of 80% locals and 20% tourists. Furthermore, the results generated by the in-house marketing team was unsatisfactory, to which the management team in Aruba sought outsourcing services.
Google Ads & PPC Management
Social Media Advertising
Digital Marketing

About PF Changs

P. F. Chang's China Bistro is an American-based, casual dining restaurant chain founded in 1993 by Paul Fleming and Philip Chiang that serves Asian fusion cuisine. PF Changs Aruba opened on December 10, 2020.

Our approach

1

In accordance with the objectives of PF Changs Aruba we created a Digital Marketing strategy that focused on generating more website traffic and reservations.
2

We created a Digital Marketing funnel with PPC campaigns that increased website traffic. Our campaigns included all paid advertising platforms, from Google ads to Social Media ads, and everything in between.
3

We made all campaigns ROI measurable and based on the results we optimized our PPC campaigns 24/7. We provided our client an extensive, but simplified in order to be comprehended, dashboard showing how their campaigns were performing.
4

Objectives

●Increase amount of guests to 300 per day. ●Increase PF Changs awareness among tourists.

Our results

Return on investment (ROI) of 2,000%
There have been a total of 436 conversions with the total revenue directly generated from online orders of $9,537.24 (20-02-2022 until 28-03-2022). This is without the revenue generated from OpenTable Reservations which we determined to be $30 per reservation. Furthermore, there have been 144 OpenTable reservations which makes a total of $4320. If you were to consolidate the results, the total revenue of P.F. Chang’s, since working with The Lab, was $13,857.24 as a direct result of the marketing funnel that was set-up for them. With a total investment amount of $500.62 on Google Ads and $177.97 on Facebook Ads (total of $678.59). This means for $1 spent on ads P.F. Chang’s Aruba received $20.42 dollars back in return as revenue in accordance with the data collected between February 20th until March 28th, 2022.

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Diederik Kemmerling
CEO The Lab
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