Case Study | Industry: Food Services

 

30%

ROI increase through always-on strategy

20%

Increase in net-new website traffic

 

Focus is a key ingredient to success. At Ribs & Burgers—their name says it all. Find out what's been feeding their growth story here.


AdRoll has been real partner for us. We’ve been able to correlate the click-through rate of our ads to our topline revenue and be a constant presence in our audiences digital lives.”

—Adam Issa
National Marketing Manager, Ribs & Burgers


Evolving with the times

Ribs & Burgers’ seriously addictive dishes have made a name for themselves throughout Australia. As their popularity grew, they needed help transitioning from utilitising traditional media advertising to incorporating a fully-fledged digital strategy.

Getting buy in

When working within a traditional corporate structure, it can be difficult to garner confidence from superiors. This is especially true when it represents a radical shift in strategy. National marketing manager, Adam Issa, understood this roadblock all too well.

‘Within the industry itself, transitioning from traditional media to digital—and the belief in its success—has been the biggest challenge thus far. Convincing senior management to get onboard with a digital strategy was tough. It was a huge departure for us,’ says Issa.

AdRoll helped ease the initial concerns by offering clear and quantifiable metrics of how successful Ribs & Burgers’ digital marketing initiatives could be. By addressing how AdRoll could help increase online orders, both for delivery and pick up, the Ribs & Burgers marketing team was able to get the management buy in they needed.

Moving beyond Australia

Ribs & Burgers currently has 17 company-own stores. Over the next few years, their plans are simple and straightforward: franchising globally.

‘The ambition is to take Ribs & Burgers global. Global in terms of locations and relationships. We want to build meaningful connections with people in select, targeted regions. In the next 10 years alone, we are planning to open 107 locations in Australia,’ says Issa.

With such ambitious plans, they needed a partner that they could depend on to put their brand front and centre online. ‘At the end of the day, we’re a very young brand (as opposed to a lot of our competitors). AdRoll has helped us have a constant presense online, be top-of-mind, and set up for gains in new global regions. Our focus has been to take Ribs & Burgers to the next level,’ says Issa.

About Rib & Burgers

Rib & Burgers serves fresh, hot, succulent burgers and eight-hour, slow-cooked ribs to customers in their 17 locations across Australia and the UK. From sourcing the finest cuts to making their burger buns from scratch, Rib & Burgers provides a dining experience that’s a cut above the rest.