Mici Handcrafted Italian

Background

Mici Handcrafted Italian restaurants first started as a group of eateries all family-owned and operated by the Micelis. As their locations expanded and their “family” of customers grew, there was a need to increase awareness of the Mici loyalty program, grow catering revenue with an automated ordering platform and streamline overall marketing efforts with consistent branding in all four restaurant locations.

OBJECTIVES

As Mici expanded its presence to new areas and experienced a thriving customer base, establishing genuine connections with customers through the Mici loyalty and rewards program became essential. Mici aimed to not only increase awareness of the loyalty program, they had ambitions to simultaneously enhance catering revenue. Through all this, they desired to unify marketing efforts by maintaining consistent branding across all restaurant locations, digital channels, and promotional efforts.

Strategy

We collaborated closely with the Mici team to implement a comprehensive omnichannel marketing strategy aimed at achieving three primary objectives. To enhance awareness and boost enrollment in the loyalty program, we leveraged social media retargeting to connect with customers who already had brand recognition. Taking it a step further, we tapped into Mici's current customer base to create look-alike audiences based on location, providing a robust mechanism for targeting both existing customers and similar audiences.

Furthermore, we executed geo-targeted TV ads to generate awareness and drive action, ensuring a multifaceted approach to reaching the target audience.

In addressing catering revenue, we developed a prospecting strategy utilizing audience signals, demographics, website visitors, and look-alike audiences. This strategy not only engaged existing customers but also attracted new prospects.

To ensure branding consistency, we adhered to existing brand guides and incorporated feedback from the Mici team. By creating high-fidelity ad assets aligned with the brand ethos for each campaign, we established Mici as a strong competitor in the restaurant industry. Our focus remained on authenticity in the ad copy to effectively distinguish Mici in the market.