Serving up a treat with a 93% increase in bookings

Updated for 2023: As an established restaurant in Central London, Applebee’s Fish had a tough couple years owing to Covid. They approached Evergreen back in 2021 with a need to get the business much more visible on Google for when people returned to London and normality resumed.

The Problem

Applebee’s had been closed for 18 months and the key objective was to get bookings and literal ‘bums on seats’. Due to the pandemic, these bookings needed to be online bookings.

We knew the customers would return, but what was not certain was that they would find Applebee’s Fish. The brand had minimal online visibility and with far-reduced walk-ins the need for online bookings took on far greater importance. Our Paid Search team accepted the challenge and got to work!

The Solution

The requirement for a bespoke paid media strategy, that was both effective and fast acting was paramount. We needed to create targeted ads through methodical analysis, down to the finest, often overlooked, details.

This involved finding the optimal location optimisation, whilst also paying close attention to the times of day that people looked to book dinner reservations. We made bid adjustments strategically, based on our audience demographic and the targeting we had in place.

We also carried out an incredible amount of advanced split-tests, trialling a variety of creative ads and calls-to-action (CTAs). We noted the performance of each, assembling the most optimised combination of ad styles that would have the most influence over the campaign.

Similarly, we ran different ads on different days, experimenting with the different campaign types available and different landing pages, taking our campaign to the next level.

An increase in focus on specific aspects of our promotional work has seen huge results.

Of particular note, is the recent overhaul of our PPC account which has seen a huge spike in clicks, conversions and a reduction in cost per click.

We have worked with two other agencies before Evergreen and they were clearly focused on getting as much money from us as possible with little to no return. The team at Evergreen are a refreshing change!
Jack Applebee – Owner, Applebee’s Fish

The Outcome

The client reported an incredible performance in 2022 with an 83% increase in bookings year-on-year and a 93% increase in covers year-to-date in 2022. This was largely due to the simple, yet highly effective PPC campaign we ran for them across the past year.

For 2023, we’re looking to continue trialling and testing these highly targeted ads, with the goal of surpassing 2022s results, making 2023 Applebee’s best year to date.

When we say we know our stuff, we certainly don’t mislead. If you’re pondering our services, why not get in contact with us for a chat?