Restaurant Marketing: Local Messaging Drove QSR Sales & Donations

Milio’s Sandwiches is a classic David vs. Goliath story, competing against massive, well-funded national chains like Subway, Jimmy John’s, and Jersey Mike’s.​

Unique users from campaign
over 14,000
Ad Spend per Average Order Value
$0.20
Donation to local groups
nearly $100,000
Pilot

Client: Milio's Sandwiches

The Challenge

Research in Wisconsin, Minnesota, and Iowa was clear: given the choice, sandwich customers preferred doing business with a local company.​​ So we created the “Local Matters” initiative, where a portion of sales benefit a new group of worthy, local non-profits each quarter.​

Follow-up research has proven that the sub-brand, and the concept it drives, are directly responsible for new sales.​​ “Local” is a powerful message 365 days a ​year, not just on “Small Business Saturday.” And you don’t have to BE a local to value locally-owned businesses.​

Campaign Goals:

  • Raise money for local non-profits (a portion of sales of a sandwich goes towards a local non-profit).
  • Connect “community” to Milio’s branding.
  • Drive user traffic and sales from the campaign.

What We Did:

  • Crafted messaging around Local Matters.
  • Built and launched a landing page for Local Matters.
  • Designed digital and print creative collaterals: store signages, social media posts, digital ads, email banners, and flyers.
  • Launched the following initiatives to promote the Local Matters Campaign to the community: Social Media Campaign, Digital Advertising Campaign, Email Marketing Campaign, PR Campaign with partners, and an Influencer Campaign (most notably with Midwest Munchers).

The Results:

  • In its first year (June 2021 to May 2022), Milio’s Sandwiches has donated nearly $100,000 to food banks, children’s causes, humane societies, veteran’s programs, and shelters for domestic abuse victims.
  • The campaign brought over 14,000 unique users to Milio’s website with a 54.91% bounce rate.
  • The ad campaign averaged $0.20 on Ad Spend per Average Order Value.
Website Before & After