Our client, owner of three Ruth’s Chris Steak House franchises in San Antonio and Toronto, believed the marketing support and resources they needed from Corporate was lacking. In addition, they were down a team member and had limited resources. Enter Morgan & Co. With our broad scope of service and arsenal of creative and media tools, our mission was to reboot their Instagram presence after its post-Covid hiatus and build greater overall brand awareness in their U.S. and Canadian markets.
Morgan & Co. developed a marketing strategy that better aligned brand and creative assets with the target audience’s values. The creative development included a messaging matrix to ensure consistent and effective communication. The matrix built a foundation for both positive and negative review responses and content tone, as well as messaging for email marketing and promotions.
Next, our creative introduced a mix of bold imagery and a more contemporary brand voice, while social media content focused on restaurant reservations, social/bar environments, tasting menus, seasonal cocktails, and special-occasion celebrations. Finally, we developed three months of organic social media posts and ran a nine-week paid social media campaign. Our paid media strategy aimed to significantly enhance Ruth Chris’s visibility and engagement on their social media pages, leading to increased reservations and followers. The organic content, graphics and copy were also repurposed by the client’s internal marketing team in monthly emails.
Launching in February 2023, the seafood promotion saw an immediate guest count lift of 1.6% from February to March, along with increased average website session duration, indicating brand awareness for promotional menu items. Website analytics showed a 192% increase in clicks on the “Menu/Locations” link during the campaign, indicating interest from visitors using the “Find Location” CTA. Site traffic increased by an astounding 2,228% YoY, resulting in 4,933 in-store visit conversions.
San Antonio reach increased:
Toronto reach increased:
Number of clicks in two months:
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