Media Strategy, Planning, and Buying

4 to 1 return on investment ratio of added value promotion to paid advertising

Situation

Roaring Fork Restaurant Group, the largest single franchisee of Qdoba restaurants in the U.S., was using a national media buying agency for promotion of its Wisconsin locations and was dissatisfied with the results and responsiveness they were receiving. After being referred to AFFIRM (formerly Staples Marketing) by a local radio station group, Roaring Fork hired the agency to revamp its overall media planning and placement strategy to get them more bang for their media buck.

Solution

AFFIRM uses a combination of paid and value added marketing strategies that combine targeted buying with leveraging Qdoba’s popular food and catering offerings for promotions. The mix includes broadcast and Internet radio, out-of-home, geo-targeted online, paid search, athletic sponsorships, and targeted e-mail.

Results

After 7 years of working together, Roaring Fork has more than doubled its number of Qdoba locations, now totaling over 50 stores throughout Wisconsin, Iowa and northern Illinois.

Consistent year-over-year sales growth system wide.

Triple digit growth experienced initially in markets like Appleton where no prior brand awareness advertising had run.

Successful launches of over a dozen new locations and various new product offerings.

Consistent year-over-year sales growth system wide

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