When a popular Instagram page is no longer enough
In the early days, the team used Instagram as their main tool for building buzz, and with great success. Before Cawsburger ever served its first burger, it had already gained an audience of 5,000 Instagram followers eager to try the mouth-watering smashburgers showcased on the grid.
As the market became more saturated, Instagram alone was no longer delivering the results they needed. They were “preaching to the converted” as Charlie puts it, and if they wanted to achieve long-term growth they needed to broaden their audience.
Getting educated on the power of SEO and interactive websites
Charlie began Cawsburger’s marketing makeover by rethinking how the business used its website. At the time, it mainly served as a pretty landing page, but that changed once Charlie was introduced to Popmenu.
Charlie went on an educational journey with a Popmenu consultant, where he discovered just how powerful a website optimized for search and answer engines could be, and why having a robust marketing platform is critical to sustained growth.
As Charlie learned more about SEO, he realized the importance of creating meaningful on-site engagement through linkable menu items, guest reviews, and compelling imagery—all of which ultimately helped boost search rankings.
Email and text marketing that actually drives revenue
The SEO-driven website is what initially drew Charlie to Popmenu, but it was the platform’s suite of marketing tools – particularly email and text messaging – that truly sealed the deal. The use of both email and text marketing programs to send weekly promotions has been invaluable in driving repeat business. And, with a website and online menus that automatically invite guests to share their contact information, it's never been easier for Cawsburger to grow their contact list for ongoing marketing campaigns.
As a result of using Popmenu to deliver its marketing messages:
- More than 5,000 email subscribers joined their VIP program
- 3,000-plus guests have opted into text messaging
- Email campaigns consistently achieve open rates between 55-60%
"We’ll send an email via the Popmenu platform, and within an hour people are coming in asking for the specific burger featured in the promotion. With text promotions, guests will come in off the street having just received the message, and once they’re there, the average spend goes up as they add sides and drinks to their order."
Charlie Wood-Jones
Co-founder of Cawsburger
Simplification reigns supreme in a saturated market
For Charlie, the value of Popmenu comes down to simplicity. Restaurant owners already consolidate suppliers to reduce invoices and admin, so marketing should be no different. With Popmenu, Charlie can manage his website, optimize for SEO, execute email and text campaigns, analyze guest data, and respond to reviews – all from one login.
"The Popmenu platform is very user friendly, which makes it the perfect tool for both marketing novices and seasoned veterans. Within the tool, you can update website content quickly, make SEO-friendly changes without technical knowledge, and respond to reviews and manage engagement in one place."
Charlie Wood-Jones
Co-founder of Cawsburger
One simplified platform to handle complex marketing and deliver real results? That’s what Charlie calls “gold dust” for restaurant owners.
