The Challenge
After rebounding from the pandemic, Fleming’s faced declining traffic and guest engagement. Digital efforts leaned heavily on paid media but lacked a holistic view of the guest journey or cross-channel cohesion.
The Solution
Acquired Taste led a full digital transformation, shifting from siloed tactics to a connected, guest-centric approach spanning paid media, email, SEO, PR, UX, creative and analytics. Key improvements included:
- Cross-Channel Cohesion: Campaigns were aligned across paid, organic and owned channels for a seamless restaurant marketing experience.
- Guest Journey Mapping: Messaging and offers guided guests through every funnel stage, from awareness to loyalty.
- Location-Specific Strategy: Campaigns supported awareness for newer restaurants while driving retention for established ones.
- Creative & UX Enhancements: Digital experiences reflected the same premium service as in-restaurant.
- Analytics & Agility: A new measurement framework enabled faster pivots and smarter, data-driven decisions.
The Results
The integrated strategy reset Fleming’s digital presence, creating a scalable engine for growth. Post-launch results included:
- Brand Alignment: Unified campaigns reinforced consistency across every channel.
- Higher Conversions: Funnel-aligned messaging converted more first-time visitors into repeat guests.
- Balanced Growth: Newer locations gained awareness, while established restaurants boosted loyalty.
- Improved Guest Experience: A refreshed digital design smoothed reservations and elevated engagement.
- Smarter Optimization: Clearer performance visibility drove more efficient marketing spend.
