Case Study

With an established reputation nation-wide for its wings, Sports Grill was ready to take the next step in augmenting its whole customer experience and exposing customers to more of the greatness it had to offer. The company wanted to make it easier for its beloved customers to get to them faster – and access the delicious world beyond its wings. At the same time, more sophisticated analysis was needed to help determine a greater understanding of profit margins in the face of the ever changing market of food costs. Sports Grill chose to partner with kabookaboo on an integrated marketing program to streamline its menu, redesign its website, assess event participation and create a digital marketing program to delight customers and keep them coming back for more.

kabookaboo knew that the Sports Grill’s online presence was the key to giving customers what they want most – easy access to the best wings in town and heaps of other appealing menu items. After an extensive menu review accompanied by an Influencer Tasting event, the team embarked on reimagining and strategically redesigning the menu and the Sports Grill website. Adding online ordering was key to expanding the customer experience.

“We knew we needed to meet our customers where they are… and that’s on their phones and on the web,” said Christine Marques. “kabookaboo helped bring that vision to life with the new site, online ordering capability and all of the supporting branding and digital marketing we needed.”

kabookaboo surrounded the launch of the new menu and enhanced website with a social media and email campaign including new photography and animation loops; event marketing around key sporting events like the World Cup, UFC and boxing matches; and a touch of traditional advertising and direct mail for good measure.

“We knew we had to look holistically at Sports Grill and the experience it provides to customers – and that begins long before they come into a restaurant location,” said Ari Rollnick, founder of kabookaboo. “That’s why we believe an integrated program that touches people at various points in their process of ‘deciding where to eat’ or ‘where to cater from’ – through social media, in their email inboxes, in their actual mailboxes at home – we can stay top of mind and help them equate Sports Grill not only with the best wings in town but with all of the dishes and top notch family-centered experience they have to offer.”

Part of getting customers to see everything the restaurants had to offer started with rethinking the way they present exactly that. The menu was ready for not only a visual redesign but also a new approach. Sports Grill worked with kabookaboo to conduct an extensive menu review and an Influencer Tasting event. Then the team embarked on reimagining and strategically redesigning the in-restaurant menu as well as the Sports Grill website. The team reconfigured the menu by identifying and highlighting the most popular and profitable items and bringing them to the forefront of the new, fresh, streamlined menu design.

For clients and prospective diners to have the best, most enveloping customer experience, everything they see from Sports Grill — across all channels and mediums both on- and offline — would need to look and feel consistent. kabookaboo carried its new design and strategy through to direct mail outreach promoting its new Pembroke Pines location and to event marketing around key sporting events like the World Cup, UFC and boxing matches. The team also created systems and templates for Sports Grill to leverage in ongoing marketing events and campaigns, including everything from table top coasters and weekly special templates to event flyer, coupon and social media template graphics.