Culver’s used a digital billboard about one mile before its Riverview restaurant to direct diners to the location and promote cod as a high-quality seafood option. When COVID-19 disrupted local dining shortly after launch, the flexibility of digital media allowed the restaurant to quickly replace its message with drive-through hours and confirm that it remained open. After the cod creative had run for several months, cod’s share of sales increased from 7.04% to 9.66%, representing a 37% increase. The restaurant also reported gains across other menu items as fish-focused customers visited with burger buyers. During the campaign, the Riverview location ranked first in sales among Culver’s 70 Florida restaurants for three consecutive months, connecting product discovery with wider store perfo

Join for free to read