Piccadilly Zehnder Case Study
As a longstanding institution of family-friendly food, Piccadilly wanted to retain its reputation as a time-tested, go-to spot for homestyle cooking — but, at the same time, the brand wanted to appeal to younger diners looking for fresh, quick, and modern dining experiences. Piccadilly wished to update its brand, messaging strategy, and creative approach, which had not been altered in decades. Ultimately, the client hoped that these efforts would help boost restaurant and catering sales in target markets like Atlanta, Baton Rouge, Jackson, Memphis and New Orleans.
Piccadilly is respected as a longstanding destination for Southern, homestyle fare and dining and has served families through generations of guests. Through a fresh, creative approach, Zehnder was able to retain the client’s important history and highlight the familiar, nostalgic experience of dining at Piccadilly. At the same time, we refreshed the Piccadilly brand with an updated logo and color scheme, modern photography approach, and stylistic elements that were approachable and friendly, yet contemporary. Messaging focused on the fact that everything was “made here” and “made fresh” at Piccadilly, helping the client differentiate the brand and product from fast food and other quick-service restaurant competitors.
We’ve taken consumers behind the scenes in Piccadilly’s kitchens through original photography. Zehnder’s creative department has updated the look and feel of the Piccadilly brand through images that highlight the client’s fresh, authentic approach to homestyle cooking. Photos feature warm, inviting tones and bright lighting to emphasize the quality and freshness of Piccadilly ingredients. These images are used across traditional and digital marketing materials, including point-of-purchase displays, store signage, print coupons, social media posts, and the Piccadilly website. Zehnder’s sales promotion efforts for Piccadilly were recognized with an ADDY award in 2018.
Zehnder’s digital team redesigned the Piccadilly website, creating an online home for the brand that was inviting, intuitive, and appealing to its large, diverse audience. The site allows users to set their location and find the nearest Piccadilly, place individual and catering orders online, purchase gift cards, view menus and specials. Zehnder’s social media team handles the client’s Facebook, Twitter, and Instagram accounts, helping drive traffic to the website and keep users engaged with the brand.
Seasonality should be considered in all food and beverage marketing strategies, and Zehnder has worked closely with the client to maximize sales during key times of the year. Special seasonal campaigns, such as our 8 Days of Giving holiday giveaway, have helped Piccadilly remain a top choice for consumers looking for holiday catering or restaurants during special occasions and periods when demand is high. Zehnder also developed National Carrot Soufflé Day to help boost sales and brand awareness during August, a time when demand in the restaurant industry is usually low. The national holiday also provided the brand with an engaging way to highlight Piccadilly’s signature, made-from-scratch dish.
In 2017, Piccadilly received more than 3.8 million impressions on Facebook along with a total reach of 2.9 million people.
Total revenue for combined cost centers increased 10.46% year over year during Q4 of 2017.
Zehnder’s geo-targeted marketing efforts helped increase guest counts per week by an average of 975 diners during Q4 of 2017.
In 2017, our holiday catering campaign generated more than 11.8 million impressions.