How online advertising converted a return on investment (ROI) of 2,000%


The challenge
PF Changs was not getting sufficient reservations on daily basis, they had 225 plates served per day. The demographics of their guests consisted of 80% locals and 20% tourists. Furthermore, the results generated by the in-house marketing team was unsatisfactory, to which the management team in Aruba sought outsourcing services.

Our approach
Objectives
- Increase amount of guests to 300 per day.
- Increase PF Changs awareness among tourists.

Our results
There have been a total of 436 conversions with the total revenue directly generated from online orders of $9,537.24 (20-02-2022 until 28-03-2022).
This is without the revenue generated from OpenTable Reservations which we determined to be $30 per reservation. Furthermore, there have been 144 OpenTable reservations which makes a total of $4320.
If you were to consolidate the results, the total revenue of P.F. Chang’s, since working with The Lab, was $13,857.24 as a direct result of the marketing funnel that was set-up for them.
With a total investment amount of $500.62 on Google Ads and $177.97 on Facebook Ads (total of $678.59).
This means for $1 spent on ads P.F. Chang’s Aruba received $20.42 dollars back in return as revenue in accordance with the data collected between February 20th until March 28th, 2022.

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