Green Mill and Crooked Pint are operated by a parent company, Hightop Hospitality.
Restaurant— Franchises
Mainly Midwest
Est. ~1930 and 2011
Google CPC, Remarketing Campaigns
Many new stores in 2024-2025
Green Mill and Crooked Pint are operated by a parent company, Hightop Hospitality. We had already started the process of shifting their budgets from a heavy dependence on radio to Google CPC and other digital platforms when the pandemic hit in March 2020. They had been doing all of their digital advertising through the StarTribune prior to our involvement. Suddenly, ROI for every location was under the microscope and there was zero margin for any type of branding campaign. This was a complete change in marketing strategy for these previously thriving and well-known brands. We were also tasked with launching in new markets like Glendale, Arizona during a very challenging time.
We shifted all dollars to digital marketing, with the majority of it allocated to Google CPC, specifically Conquest Remarketing campaigns of competitors like Applebee’s, Chili’s and Buffalo Wild Wings. Previously, the majority of the marketing co-op dollars were allocated to radio and the client struggled to prove ROI to many of their franchisee partners. The ability to assign specific budgets to each location and measure ROI increases in web traffic, online ordering and foot traffic to each location was well received. This was particularly true during the very challenging period of March – August 2020.
First and foremost, we created a new model for proof of performance along with a historic increase to the bottom line. This strengthened the relationship with the franchisees and the parent company. We also accelerated the economic recovery for the stores at a pace that exceeded the projected goals for 2021 and 2022. The end result is that they opened many new locations in 2024-2025, including more event center locations that are proved to be highly successful and lucrative.
Digital Marketing
Moved away from traditional marketing
Pay Per Click and remarketing campaigns implemented
Location Focused
Easy to monitor
Digital marketing allowed us to budget and monitor performance for each restaurant
Proven ROI
Previously unable to monitor ROI
With the marketing campaigns we implemented, we could accurately monitor each locations ROI
Growth
Improved revenue through advertising
Because we are now able to focus on our ideal target market, we have been able to improve our revenue, allowing us to open more locations.
Opened many new locations in 2024-2025
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