Long John Silver’s (Yum! Brands)
Challenge:
Drive awareness, qualified site traffic,and in-store sales during launch of the new “Special Catch” menu.
Results:
- Only 10% of respondents found the web site because they were specifically looking for it
- 36% of respondents found the web site using long-tail, general search terms
- 79% of respondents say that after visiting the Special Catch webpage they are more likely to eat at Long John Silver’s more often in the future
- Two months after initial exposure, 96% of respondents say they will eat at Long John Silver’s in the future, and one-third say they will do so more frequently than in the past
Activity Prior to Visiting the Special Catch Webpage
Nearly one-third of visitors were looking specifically for coupons & specials -13% were looking for healthy options.
