Caprock Café / Orlando’s Italian Restaurant Digital Strategies

Situation

Orlando’s Italian Restaurant and Caprock Café have partnered with TPG since 1987. In that time, our media strategies have evolved considerably. In mid-2025, we recommended that the restaurants make a media budget reallocation to include a greater digital advertising presence, for better targeting and real-time performance tracking.

Objective

Get in front of more people, increase engagement, and support sales with a more measurable approach.

Solution

Starting in Q4, we launched and optimized digital campaigns across key platforms, focusing on:
– Increasing impressions and visibility
– Driving engagement and traffic
– Keeping sales strong through the end of the year

Results

The first 3 months of this media budget reallocation showed significant results (compared to Q4 2024), with sales for both restaurants exceeding average gains for their respective industry segments.

– Orlando’s Italian Restaurant:
• Impressions: +5%
• Conversions: +28%
• Conversion Rate: 2.1%
• Sales: + 10.47%

– Caprock Cafe:
• Impressions: +13%
• Conversions: no appreciable change
• Conversion Rate: .38%
• Sales: + 6%