Restaurant Marketing Success Stories
Mark Rummel is the owner of Mancino’s in Fenton, Michigan. He recently joined for a quick update on how he is faring with our marketing systems for his restaurant. A short five minute video.
Mark Rummel from Mark Ijlal on Vimeo.
“I wanted to update you on our overall success of the Birthday Mailer you mailed for us. We redeemed 54 gift certificates out of 185 mailers sent. That’s a 29.18% return with a cost of only $294.15.
Our total sales were $2335.62 which gives us a 1 to 8 ROI. So we made money with cold birthday’s mailers and, as you can see, we now can measure results unlike radio or TV ads. How sweet is that?
However, the best part is that we acquired 54 new customers this month with absolutely no work on our part! We love your system. If this continues throughout the coming months, we could have well over 650 new customers this year.
Dean when I first saw your unique approach to cold birthday mailers I knew they were winners and you proved me right.
Thanks!”
P.S. I’ve dropped those other people that I was using for New Mover mailers and plan on only using your systems starting this month.
Michael Thibault,
Waves Restaurant, St. Clair Shores. MI.
“Dean, here’s a success story for you! Last month your cold birthday mailers helped us have the 2nd largest weekend in sales ever! The only exceptions have been Mothers Day and New Years Eve.
My wait staff is excited and we are rocking and rolling. The fun is back in this business. Let me give you my statistics on the mailers; we had an 18% return with over $7305.18 in sales and a net of $2995.43. Plus, we gained 203 new customers. Do you think were excited? You Bet!!
Thanks to you and your personalized mailers, we have had not only a great weekend, but a great month. With all the New Customers coming in and the other Marketing Ideas from RMS, our business increased over 4% from last year, which is much better than most everyone else in the Ohio area.”
Bob Scofield,
The 356th Fighter Group Restaurant & Banquet Center,
North Canton, Ohio
“Thanks for working so closely with us to make our mailers effective. You are very easy to work with and the mailers are bringing in lots of new customers.
We are getting about a 25% redemption rate on the cold birthday mailers you are doing for us. The initial purchases are enough to cover our mailing costs, so we are essentially getting new customers for free.
As you know, we just increased the number of mailings each month because the system is working so well. Thanks Dean!”
Randy Blair
President of Pizza and Pipes Santa Clara, CA.
“Dean,
Just a note to let you know how much we like the cold birthday mailings. June was our third month and we are simply amazed with the results. There was a small change that I wanted to make and it was as easy as one phone call.
Everyone in your office is wonderful to work with. Looking forward to working with you for a long time to come. We are currently sending out over 1000 mailers per month and with a redemption rate of 15.3%, that’s over 150 new customers per month. What a great investment!!”
Rodney& Carla Miller,
Stoll’s Country Inn Restaurant, Bakery & Catering
Evansville, IN and Linton, IN
“Wow, your cold birthday mailers are a huge success! With over a 29.83% response, it was all we could handle. Frankly, I’ve used other direct mail companies with little or very weak return and was extremely surprised and pleased with the response we received.
Thanks for working with us on our birthday mailers. You really helped to make them a big success and we appreciate your quick response to the changes we requested for our next month’s test.”
Coleman Anderson,
Wolftrap Restaurant, Vienna, VA
“Working with Dean is a real treat. He “gets it” – results count. Dean completely understands our kind of marketing. He is not only ready, willing and able to make recommendations, but he is also eager to test changes for better results, then tweak and test AGAIN for even better results. Dean also adds a tremendous amount of value with his creativity and slight twists on proven marketing pieces.”
Craig Neubecker,
Zebra’s Bistro and Wine Bar,
Medfield, MA
“This was our first attempt at Cold Birthday mailers. We used Dean Killingbeck of “New Customers Now!”. We mailed out to a 3 mile radius with minimum income and frequency of dining out demographic requirements. We sent out 773 mailers and had a GREAT response.
This really opened our eyes to what we could do with birthday mailers. Most of the customers redeeming the coupons seemed genuinely appreciative of our “gift”. Many commented on how original the concept was.
Almost all the customers were first timers that have passed us by but just never got a chance to stop in. We immediately called Dean and increased our radius to 4 miles. With a base of 773 we had over $4000 in profit.
We hope the new radius will continue to track the same. We are sending two different bounce back offers and we’re going to track which one works better. We need more like this one!”
Dennis Thacker,
Ragona’s Lighthouse,
Allentown, PA
“Just a quick note to let you know how well our Cold birthday mailers are working. We received a redemption rate of 16%! That’s 34 people that came in. Now here’s the best part… they spent $1700 with a net profit of $421.24!
So, not only did I acquire 34 new customers, I made a great profit! Thanks to you and RMS for helping me expand my marketing efforts.”
Clark Covey,
The Homestead,
Walla Walla, WA
“Hi Dean,
I wanted to let you know about our Birthday and New Mover mailers campaign. Both of them have been a great success with the birthday mailers receiving approximately 15% to 16% redemption rates and new mover mailers just slightly lower.
We are very pleased with the results. Both systems make us money and continue to bring in a boat-load of new clients, which is exactly what we need!
Also, our new customers have been complimenting us on the personalization of our mailings. Can you believe they actually noticed all the hard work that you’re doing to insure that they open our mailers? Well, keep it up it working!
Also, we would like to compliment you and your staff on how easy it is working with you and how quickly you respond to our requests.
For example, when we asked you to place our granddaughter’s picture on our postcard, you did it without hesitation. Thanks so much for a system that brings in new customers and doesn’t cost us an arm and a leg like yellow pages (which I have now dropped). Thanks again!”
Michael Clark,
Ed & Joe’s Restaurant,
Tinley Park, IL
“Hi Dean,
Just a quick note to say your mailings are unbelievable. You mentioned sneak-up mail getting your pieces opened… well I really thought your mail was hand-printed, not off a laser printer! Also, the real specialty stamp, not the same old bulk flag stamp really made it special and I was totally fooled! Keep up the great work!”
Peggy,
Apple Holler,
Sturtevant, WI
“Dean,
Just wanted to give an update on how GREAT your birthday program is. We have averaged 20-22% response consistently in all six locations for three months straight! It is absolutely NO WORK, other than bringing the box to the post office when it arrives. I strongly recommend you to all restaurant owners.
Thanks again,”
Rob Ryder,
ROR Restaurants
“I just wanted to share with all of you the huge success we’ve had with the Cold Birthday Mailings. For those who don’t know, the company will send gift certificates to people near the restaurant who are not already in your database. They’re valid during the month of their birthday.
We had been e-mailing our own certificates, and usually sent out an average of 275 certificates per month. Over the past 4 months, we averaged a 20 percent return of these certificates. This generated average sales of $3789 per month.
We started the Cold Birthday Mailings in January, with 589 certificates sent. In just the first week, 48 of the certificates were redeemed in our restaurant, generating $2867 in sales. By the end of the month, we’ve had a total of 194 certificates redeemed…that’s 33% of all that were sent out! And best of all, our sales from this promotion came to $11,413! This helped our sales increase by 22% over last January. We believe that many of these people have never been to our restaurant, and we hope to give them a wonderful dining experience in order to get them to return!
Just wanted to share this success story with all of you who may not have tried this yet. Please feel free to email me if you have any questions.
Thanks,”
Chef Jeff Baldwin,
J. Baldwin’s Restaurant & To Go
“Hi Dean,
I wanted to send you a quick note to let you know how well your “New Customers Now” system for direct response birthday mailers is working. When we first saw your system, both Henry Duchscherer and I knew it was something unique. However, we didn’t realize how well it would perform. Of course you told us how great the program was but as my mother would say, “The proof is in the pudding!”
Well, we now have several restaurants using your system and all of them are excited! Not only about the number of new customers, but also the positive ROI they are obtaining from your mailings.
Based on their check average and a guess of 38% cost of goods, we figure that one customer is getting a ROI of more than $20,000 a month! The same customer has increased his purchases from Sysco by 50% over the previous months and two others have also increased their purchases.
We can only hope that more of our customers see the value and let you bring them New Customers Now!
Thanks Dean. Keep up the great work and we will continue promoting your systems!”
