Shakey’s is the original family pizza joint with 54 locations around Southern California. After five decades in business, Shakey’s continues to lead the quick service category. With an eye toward younger, digitally savvy diners, Shakey’s is launching a series of technology initiatives to keep pace with new media.
Shakey’s had a successful traditional marketing strategy, but needed an innovative approach to spending on digital media, including the Shakey’s website and social ads. To capture younger diners, our challenge was to reach them when and where they’re consuming media.
We interviewed more than 50 Shakey’s customers and found that many young diners are smartphone dependent, meaning their phone is the primary way they connect to the internet. We developed a phased strategy to optimize the Shakey’s website for mobile, hypertarget social media ads, and connect in-store experiences with digital sharing behaviors.
Our Digital Strategy aligned Shakey’s team and franchisees around an actionable plan for how to get the most return from their digital marketing budget.
"This is exactly the information we need to maintain our marketshare as our core demographic ages."