Orlando’s Italian Restaurant Digital Campaign

Situation

The Price Group has partnered with Orlando’s Italian Restaurant since 1987. The restaurant is a Lubbock fixture, known for its excellent Tex-Italian fare. In March of 2020, like many other businesses, they were hit hard by the COVID-19 pandemic, forcing them to close their doors to indoor diners.

Objective

Maintain the Orlando’s brand, but remind diners that the restaurant was still open and had other options —takeout and delivery—available to enjoy the quality menu.

Solution

TPG developed updated messaging to incorporate into our ongoing campaigns. We continued to use display ads as one of our tactics, but added programmatic radio to connect with everyone who was now working from home. Our targeting strategies included ages 18-54 living in a 20-mile radius of Lubbock.

Results

The campaign delivered 402,959 impressions over the month of April. In that time, we more than doubled our conversions from the previous month. Our effort kept the restaurant’s May sales within 5% of their 2019 sales, despite being at reduced dine-in capacity.