Mary’s Pizza Shack Exceeds All Systemwide Onosys Sales

RESULTS 

• According to Onosys, Mary’s Pizza Shack generated the largest one-day ecommerce sales in their platform’s history on Mother’s Day of 2020. 
• Results year over year: 
  • Total revenue increased by 250%
  • Ecommerce conversion rate increased by 75%
  • Transactions increased by 206%
  • Average order value increased by 14%
• Advertising conversion rates were 20+%
• Landing page conversion rates exceeded 33%

CHANNELS

• Paid search
• Paid social media
• Digital display 

SITUATION

In March San Francisco Bay Area Italian restaurant chain, Mary’s Pizza Shack, had to close its doors due to COVID-19.   The beloved family-owned 16 location restaurant went from full to zero revenue overnight.  In less than 48 hours Angelsmith had created a new strategy, goals, and creative to drive online sales for delivery.  

Mary’s uses Onosys, a leading digital ordering platform for restaurant chains including Round Table Pizza, Nothing Bundt Cakes, and Penn Station East Coast Subs, that was instrumental in supporting this new urgent directive. 

The Mary’s team created great offers based on historic ordering data and together Angelsmith and the internal marketing team developed key communication that resonated with their core audience. 

The competition was fierce during this time as national pizza delivery chains and the larger food delivery category was battling it out for market share.   We experienced unexpected costs per click and wildly fluctuating advertising environments.  To overcome these challenges, the Angelsmith team closely monitored the sales funnel and quickly implemented necessary changes. 

We began testing and optimizing both the website and the advertising as we rolled into May.  We knew that Mother’s Day had the potential to be hugely successful.  Leading into that Sunday, we tightened up the campaign, made last-minute adjustments, and put the full weight of our learnings into play.  The results were dramatic: The advertising had conversion rates that exceeded 20% which yielded amazing results for Mary’s Pizza Shack: revenue increases of 250%, transaction increases of 206% ecommerce conversion rate increases of 75%, and average order value increases of 14%. 

The bottom line: This campaign resulted in the best single day of ecommere sales that Onosys had ever seen in its platform’s history and was a big win for Mary’s Pizza Shack.