We got into a bagel state of mind.

As a 40-year-old staple of Arizona’s restaurant community, Chompie’s reached out to ON Advertising for help with increasing brand awareness in a state with changing demographics and an increasingly competitive restaurant community. With five locations spread out across the Valley, we had a big task at hand but we were confident our team was up to the challenge.

We were tasked with revamping the restaurant’s menu, driving sales through paid advertising and media relations, enhancing customer retention through strategic email communication, marketing for the restaurant’s 40th anniversary, and handling the social media for each location. Before we could bite off all of that and try to chew it, we first needed to interview patrons of the various locations to find out what it was about the restaurant that resonated with them so much. Often times our own assumptions and the assumptions of our clients were right, other times we were surprised by what we uncovered. The reality is that people in different places, even if it’s just the span of a few miles, have different motivators. Our data ultimately pointed to a broad consensus point that transcended generations of Chompie’s fans: nostalgia. This translated into memories of coming to Chompie’s for years, East Coast natives who moved to Arizona and miss New York deli’s, and parents of younger individuals taking them to Chompie’s as children.

Once we understood the audience, we got to work. As a result of our efforts, sales increased substantially at three of the five locations within six months. The two other locations had sales equal to the previous year. We even helped Chompie’s eliminate items from the menu that were not selling in high volumes, which meant we helped them cut internal costs. It all comes back to ROI for the client and we are proud to say we gave this 40-year-old brand a positive return.