The Moody Chef
Design and develop bespoke social media campaigns to drive catering sales and increase on-site café sales.
In October 2004, Geoff Moody & George Dannaoui opened the doors on their first cafe and together, for more than 12 years they’ve been serving up fresh fare to North Shore residents. Sharing a common love of fresh food and old school hospitality, Geoff & George are hands-on operators who together are continually striving to create inviting spaces that celebrate the joy of eating, drinking and socialising.
Having successfully built a strong public and corporate following in St Leonards, Sydney, the Moody Chef wanted to expand their reach / customer base throughout the North Shore.
Engaging the team at GDR Media Group, George and Geoff tasked us with increasing online sales of the Moody Chefs corporate catering services via social media channels, while at the same time driving up onsite sales at their main St Leonards cafe.
With the hospitality sector operating on such thin margins, George and Geoff were very clear about their expectations of the team at GDR. As a result, we set a range of agreed KPI’s primarily focusing on sales via the company’s eCommerce website where the success of our work could be easily tracked and validated.
The team at GDR worked collaboratively with the Moody Chef to undertake an ideas workshop around possible promotions, content and key imagery that would deliver a striking ad campaign to generate sales.
Having brainstormed some great ideas, the GDR team devised a campaign that would allow the client to track success by setting up coupon codes on the back-end of their WordPress website. Linked to a simple/effective offer - receive a free bottle of wine with any purchase over $100 - when the code was used at the checkout, GDR used high quality imagery and graphic design to accompany campaign content created for both Facebook and LinkedIn paid social media ads.
Determining a budget spend across both platforms we provided the client with a forecast of expected results based on reaching and engaging their key target audience. On approval the GDR team scheduled the campaigns to go-live, including A/B ad test variants.
Having successfully developed and implemented an initial monthlong campaign to generate sales, the Moody Chefs monthly report showed our campaign creative and optimisation had given George and his team a 50% increase in corporate catering sales. Coupon codes had been utilised on the website with additional orders made via the comments section, also highlighting campaign success across social networks.
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In addition, the Moody Chef further engaged GDR to continue developing and implementing campaigns to generate sales and conversions. To-date, we’ve run more than four-months of successful paid social media ad campaigns for the client, and have recently been asked to review and optimise their Google AdWords account.