Bad to the Bone: Adapting to COVID-19
Challenge
Bad to the Bone, a BBQ restaurant in Orange County, CA, had experienced tremendous growth, and Synergy had worked with the brand to significantly improve profitability. When COVID-19 hit the US, the restaurant world was turned upside down and the owners feared they would need to close their doors. They turned again to Synergy to create a plan for operating during stay-at-home orders.
Solution
Synergy worked with the client on a well-rounded strategy to pivot operations to handle the new normal. Our team created family to-go meal packs as well as curbside delivery with QR code pickup, and also created graphics and outdoor signage to communicate ease of pickup. To drive guest traffic, we created new, innovative promotions. We developed and executed a robust social media strategy and conducted photo shoots to create an updated library of images to use across platforms. The team also redesigned digital and printed menu boards as well as table tents and indoor signage. To assist with staff adoption and compliance, a well-designed 33-page standard operating procedure (SOP) document was created to address new safety standards.
Outcome & Benefits
The work the team put in paid off. The restaurant’s Mother’s Day promotion led to more than $20K in sales and Father’s Day sales topped $38K in just one day. The brand’s overall image has been elevated both digitally and in-store, and we continue to work with the team to improve operations and marketing efforts.