Target Market Expansion
Piccadilly Cafeterias:
From Blue Hair to Blue Jell-O.
Known primarily as a cafeteria catering to blue-haired old ladies and their husbands, Piccadilly faced a situation in which sales were trending downward as their audience aged and – quite frankly – died. The goal was to expand their target audience by selecting a segment in which quality food was delivered both dine-in and carry-out at reasonable prices.
ACTION: Using proprietary BrandMap™ analysis, GodwinGroup pursued the expansive 18–54 market by redefining what “cafeteria eating” meant for them – essentially an easy and cost-effective alternative to dinner preparation. To that end, a campaign was designed to reach working families with hard-to-manage, school-aged children. National voiceover personality Tom Bodett starred in television and radio spots that ran during peak times when dinner decisions were being made. Thus, no spots aired after 6:30 p.m.
REACTION: Units in which sales were projected to be down as much as 25% from the previous year experienced stunning increases – as much as 40%. On average, Piccadilly reported a $3 return for every $1 spent on advertising, and the campaign was deemed one of the most successful in the company’s history.
* GodwinGroup keeps sales figures and other specific results strictly confidential for clients who are privately held companies.
THE WORK |
