Spinato’s Pizzeria is a family establishment with a saucy personality. Founded in 1974, the business is known for crafting delicious, Chicago-style pizza with famous sauce. With tradition as its root, it’s no surprise Spinato’s has expanded into five full-service restaurants, a grab-n-go market and retail products in stores nationwide.
Where 10 years ago consumers stuck to their favorite restaurants or asked friends for recommendations, today they have shifted to the digital ecosystem to search and discover new restaurants at moments of high intent – when customers want food or information right then and there. As a locally-owned family business, it’s difficult for Spinato’s to compete against national chains such as Pizza Hut, Papa John’s and Domino’s on search engines, social media, review sites, apps and other digital markets where customers seek out information.
TJA identified the hundreds of high intent moments that potential Spinato’s customers experience throughout every day to build a customer journey map and micro paid digital campaigns that align to each moment. We then used creative design and messaging that matched the context of these moments to speak directly to the consumer. This narrow optimization, using local signals, is something national competitors cannot take advantage of, giving Spinato’s a leg up in local markets despite having a significantly lower ad spend.
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