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Rubio’s Fresh Mexican Grill® maximizes awareness of All-American Taco through Red Door Interactive’s online media campaign
Six week promotion resulted in significant increase in coupon downloads, Beach Club email sign-ups, store locator searches
Red Door Interactive, a premier strategic Internet Presence Management firm, today announced the success of its recent online media campaign for Rubio’s Fresh Mexican Grill® that ran in parts of California, Arizona and Utah.
The six-week initiative increased awareness of the new, limited time All-American Taco and resulted in nearly 10,000 coupon downloads, more than 2,000 new Beach Club email sign-ups and more than 19,000 store locator searches.
“With the introduction of our All-American Taco, it was crucial that we devise an Internet strategy to inform our current consumers while also attracting new ones in areas where we needed a boost in visibility,” said Larry Rusinko, senior vice president of marketing & product development for Rubio’s. “Red Door’s experts successfully found a way to tackle our online needs, even surpassing our original projections, which we are thrilled about!”
Rubio’s All-American Taco consisted of a juicy, perfectly seasoned, chargrilled beef patty topped with melted American cheese, then complemented with salsa fresca, smoky garlic-chipotle mayo and lettuce. It was served in a warm, soft flour tortilla with a jalapeño alongside. Red Door’s campaign worked in conjunction with ad networks that focused on social data targeting, re-targeting and on-banner action creative as well as specific local Web sites in six markets; San Diego, Orange County, Sacramento, San Francisco, Phoenix and Salt Lake City. The results included more than 22 million impressions and 25,000 clicks to the Rubio’s site. The restaurant chain also achieved a 13 percent coupon redemption rate across all markets, with San Diego leading the way with a more than 41 percent overall conversion rate and the highest number of Beach Club email sign-ups.
“We’re estimating a significant positive return on Rubio’s investment for this campaign," said Lauren Dougherty, Business Supervisor at Red Door Interactive. “This was achieved by identifying the online properties that had the best concentration of people we wanted to reach, utilizing effective behavioral targeting, and then tailoring our messaging and advertisements in ways that would pique their interest. We pride ourselves in our ability to turn this art into a science, and are proud of the response we received.”
About Rubio’s® Restaurants, Inc. (NASDAQ: RUBO)
Bold, distinctive, Baja-inspired food is the hallmark of Rubio's Fresh Mexican Grill(R). The first Rubio's was opened in 1983 in the Mission Bay community of San Diego by Ralph Rubio and his father, Ray Rubio. Rubio's is credited with introducing fish tacos to Southern California and starting a phenomenon that has spread coast to coast. In addition to chargrilled marinated chicken, lean carne asada steak, and slow-roasted pork carnitas, Rubio's menu features seafood items including grilled mahi mahi and shrimp. Guacamole and a variety of salsas and proprietary sauces are made from scratch daily, and Rubio's uses canola oil with zero grams trans fat per serving. The menu includes tacos, burritos, salads and bowls, quesadillas, HealthMex(R) offerings which are lower in fat and calories, and domestic and imported beer in most locations. Each restaurant design is reminiscent of the relaxed, warm and inviting atmosphere of Baja California, a coastal state of Mexico. Headquartered in Carlsbad, California, Rubio's operates, licenses or franchises more than 195 restaurants in California, Arizona, Colorado, Utah and Nevada. More information can be found at http://www.rubios.com.
About Red Door Interactive
Headquartered in San Diego, Red Door Interactive Inc. manages clients' online presence by analyzing their unique challenges, advising them on Internet-based solutions and implementing strategies to help them along their path toward e-business. Clients include Intuit, Rubio's, Souplantation & Sweet Tomatoes Restaurants, Nanogen, Cricket Communications, and GetThere. Find out more about Red Door Interactive at http://www.reddoor.biz
Media Contact:
David Oates
Stalwart Communications
david@stalwartcom.com
858.750.5560
