uncle vito's slice of n.y.
Uncle Vito’s Slice of N.Y. is a family-owned chain of pizzerias, with two locations in Downtown Sacramento, and one in Davis. Post Modern Marketing provides marketing services for their newest restaurant, located on R Street in Sacramento.
getting the newest location caught up.
The owners of Uncle Vito’s were referred to us by an Amazing Lash franchisee who had found success with our marketing services. Their existing pizzerias in Sacramento and Davis had been in operation for several years, and had established themselves as extremely popular destinations in their respective communities.
Aiming to leverage their popularity into new growth, Uncle Vito’s had opened a second Sacramento location. The challenge for the new location was lack of brand consistent content across their social media platforms, close proximity to another location, and large-scale construction projects around the new location.
They needed assistance in getting the new location up to speed.
rolling out the social media red carpet.
We aimed to help grow the restaurant’s customer base and create a consistent brand presence with tailored content specifically to that location and the surrounding community, using both organic posts and paid advertisements.
finding their audience.
Early on, we ran into issue that often arises when a chain has multiple locations close to one another—crossover in the target market. To build up the location’s clientele, we were developing campaigns featuring happy hour discount pricing only at the R Street location. The problem was that social media users saw posts and advertising originating from the main Uncle Vito’s account, and assumed the promotions were applicable to all of the restaurants. This meant that customers were attempting to take advantage of discounts at non-participating restaurants.
We responded by adjusting our content and creatives to make it more readily apparent that the promotions were only applicable at the R Street location. We are also in the process of creating new Facebook pages for each of the two Sacramento locations, to provide greater clarity and stop crossover.
In addition, we found that their location had not been verified on Google, so we completed that process, improving their local search visibility.
growing the instagram crowd.
Given that Instagram is a photo-centric social media platform, it’s an ideal social media channel for restaurants that produce enticing food that can instill a craving with a single glance. Thus, we made it a goal to grow the brand’s Instagram following. To meet this goal, we developed content that showcased their food, specials, and the unique character of the R Street restaurant. This was bolstered by Instagram contents to encourage greater social engagement. As a result of our efforts, their follower count grew by 64% over a period of 3 months.
A similar methodology worked well to improve engagement with their much larger Facebook audience—social engagement increased by 198% during the same 3 months.
keeping guests happy.
Marketing doesn’t end when you manage to get a customer in the front door. You have to keep them happy and maintain positive word-of-mouth. That’s why we handle reputation management for all 3 locations. We generate summaries of both negative and positive trends for Uncle Vito’s management, so they can continue to emphasize positive customer-pleasing behaviors, while eliminating issues dragging down customer satisfaction (and online review scores).