Growth Marketing Turns Historic Restaurant Into Modern Hotspot 

The Blue Bell Inn, a historical landmark in Blue Bell, PA, had been known for years by local senior constituents for its nostalgic American menu and early bird special. When The Blue Bell Inn approached Mole Street, they wanted to attract a younger, modern demographic and increase the F&B sales in 4 main areas: private events, Sunday brunch, lunch, and happy hour.

Services Rendered

Growth Marketing Strategy

Content

PPC

SEO

Notable All-Time Results

41% of 2018 Covers


Were first-time patrons

2X Private Event Holiday Bookings


Doubled the # of private event bookings for holidays

17% Increase in Brunch Covers


Year-On-Year

Growth Marketing Tactics Drive Big Engagement 

After launching the new Blue Bell Inn website, we implemented a growth marketing plan to rapidly experiment with digital marketing channels and identifying top strategies for maximizing engagement, reach, and conversion actions like phone calls to the restaurant. 

Since September 2016, we have seen massive success using growth marketing tactics such as:

  • Email Marketing 

  • Blogging + Content Strategy 

  • Organic Social Media Posting 

  • Check Stuffers + In-Restaurant Management

  • Sponsored Facebook Ads

Smart Audience Targeting  

One of the keys to the success of the growth marketing program has been smart audience targeting. By exploring many audiences and quickly identifying the most engaged groups, we have been able to gear our marketing toward interested prospects and avoid wasted spend on segments that are disengaged.

Results:  

32% Average Open Rate

In email marketing, compared with 20% industry average

Optimized Monthly Ad Budget


Highly targeted spend minimizes waste and keeps cost low

Low CPC of $1


Average Cost Per Click on Facebook. Some as low as $0.13

Top Audiences for Email Marketing:

  • Opt-Ins through the website

  • Opt-Ins through OpenTable reservations 

  • Private Event Clients 

  • Special Event Guests

Boosted Facebook Posts + Sponsored Ads:

  • Custom Audience: Export of OpenTable reservations

  • Lookalike audience based on OpenTable reservations audience  

  • Engaged with the Facebook ad in the past 365 days 

  • Lookalike audience based on people who have engaged with the Facebook page

  • All website visitors in the past 180 days   

  • Lookalike audience based on people who visited the website in the past 180 days

  • “People in my area”

Campaign-Based Approach Delivers Immediate Results  

The restaurant business is seasonal, but that doesn’t mean that results will be stagnant. Our campaign-based approach to growth marketing keeps patrons engaged all throughout the year. When a timely message is present, like promotion of an upcoming holiday or special event, we focus all of our marketing efforts for 30-60 days on that campaign, then immediately pivot to focus on evergreen campaign content like public dining (lunch, brunch, dinner, happy hour).

  • Lunch-focus campaign featuring new seasonal menu items

  • Dinner-focused campaign highlighting new dishes

  • Brunch campaign

  • Happy Hour-focused campaign, promoting food and beverage specials and live entertainment

  • Spring holidays campaign: Valentine’s Day, Mother’s Day, Easter, Father’s Day

  • Winter holidays campaign: Thanksgiving, Christmas, New Year’s

  • Special Events throughout the year like wine and beer tastings

  • Private Events campaign focused on the building the restaurant’s private event bookings like engagement parties, showers, and retirement parties

Organic Content Marketing   

By producing timely, value-adding content, we are able to connect with Blue Bell Inn’s patrons throughout the year using media like:

  • Email Marketing 

  • Blogging 

  • Organic Social Media 

Results   

7X Increase in Web Traffic

Within 1 year of working with Mole Street

65% New Callers

To the restaurant year-on-year

59% of Callers


Find Blue Bell Inn through organic search

Are you ready to start a growth marketing campaign with Mole Street? 

Schedule an intro call with Brendan Walsh, Director of Client Development at Mole Street.
Set Up A Call
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