Select

Pat's Select
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Fresh Social

Content For A

Restaurant

focused on quality.

What started as a family pizzeria franchise in the 70’s turned into the American dream for a group of Greek immigrants and entrepreneurs in the form of Pat’s Pizzeria. Over the years, a few of the owners shifted to their own unique vision and menu, branching off to become Select Pizza | Grill. Today it’s a Northeastern staple, with 10+ locations in Maryland, Delaware, New Jersey, and Pennsylvania.

When we launched the paid social media campaign for Select Pizza | Grill, our primary goal was to churn out online sales. But as with any recipe worth sharing, it takes time and tinkering to get just right. Through creative concepting, digital monitoring, testing, and ongoing digital analytics, we kept our eye on what brought in real demands for their diverse menu.

Select Social Media
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Our Goal

Drive Online Sales

Our Reality

Limited Budget
Locations With Unique Offerings

In the first 20 days of the campaign, we ran A/B tests on paid social for two target audiences for each location—one with delivery-focused messaging and the other with branding messages around family culture and the fresh ingredients. Altogether, this netted about 235 website purchases that we could directly link to our Facebook and Instagram ads. Good enough, right?

Not even close. Cracking open the hood of Facebook Analytics, we saw that more direct messages outperformed branding ads, with promotions heavily moving the needle. We shifted gears from an interest-based targeting approach to build out two new lookalike audiences based on Select’s existing opt-in customer lists.

From there, we pushed more of their limited spend to the new lookalike audience and expanded their radius from 5 to ten miles around each location to capitalize on their full delivery range. Updated, colorful creative emphasized online-only LTOs that added an extra incentive for customers to convert. And ultimately end up with a signature Select dish on their plate.

Results

ONLINE ORDERS
WENT UP

2,653%

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ONLINE ORDERS
WENT UP

2,653%

WITHIN 30 DAYS.

6,470

ORDERS
ATTRIBUTED

WERE ATTRIBUTED TO OUR ADS.

What We Do

for select

Paid Social Media
Search Engine Optimization

Online Reputation Management
LTO Collaboration
Content Strategy
Photography
Measurement
Digital Media
Research
Social

Measurement
A/B Testing

Select
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From day one Littlefield has been focused on our business results and it absolutely shows. Our online orders have been through the roof because of their conversion strategies.

— eleni kalaitzoglou, marketing director

AREAS OF

expertise

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Let's Chat

over virtual coffee