fatz-cafe-food-on-table

Fatz Southern Kitchen
Direct Marketing

Client

Fatz Southern Kitchen

Category

Creative

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SIA

Situation


Fatz Southern Kitchen (formerly FATZ Cafe) is a regional casual dining restaurant chain with over 30 locations across the Southeast. Their goal was to increase customer engagement and loyalty while creating consistency with new branding.

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fatz-southern-kitchen-eblast-mobile
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Solution


We recommended a comprehensive redesign of the Fatz Southern Kitchen website with a mobile-first mindset. Our team then extended that functionality strategy to include their e-blast loyalty program, titled the Fatz e-club. We first investigated their current e-club program and identified areas for improvement. Our most significant update was revamping all email creative with responsive designs, which meant changing all copy to live text. This ensured smaller file sizes which improved overall deliverability.

After establishing a baseline performance for Fatz-specific e-blasts, our team began to optimize and test individual variables, such as the subject line and preview text. Based on valuable performance insights, other variables of the emails were tested, such as the calls-to-action, the audience segment, days of the week, and deployment times. All e-blast creative continued to follow the Fatz Southern Kitchen brand standards while outperforming the previous month’s benchmark.

Year-over-year, we successfully increased Fatz’ email open rate by 71% and click-through-rates by 75%. We also uncovered and addressed underlying issues, such as bad email addresses, ensuring their database was replenished with quality email addresses through in-store and social promotions.

This campaign won a Service Industry Advertising Gold Award and Silver Award.

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