How San Pedro Fish Transformed Their Restaurant Marketing  

How San Pedro Fish Transformed Their Restaurant Marketing

Through Momos’ Outbound campaigns with ROI tracking, San Pedro Fish was able to attribute exact revenue to marketing effort and spending, contributing to a 50% email open rate and 20% offer redemption rate.
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Momos is an End-to-End customer acquisition and retention tool for us that solves the once mystical attribution goal for the marketing department.

Scott Holmes
Marketing Strategist
Brand Overview

Locations: 3

Momos partner since: 2023

Integrations: Toast

The Challenge

San Pedro Fish had an extensive and loyal digital following, but it was challenging for the brand to measure their marketing spend ROI and focus on the most effective channels to engage with customers and drive return visits.

The Solution

By implementing custom Forms and generating Offers that were attached to each customer, Momos provided visibility for San Pedro Fish to correlate their marketing spend with repeat visits. Momos Outbound Campaign tools, QR Code Suite, and Customer Data Platform tracked every email, every scan, and every social media post directly to the individual sale, helping the brand to identify its most effective channel.

$10,000+

in revenue

50%

email open rate

20%

offer redemption rate

The Brand 

San Pedro Fish Market, a Southern California culinary institution since 1956, was at a crossroads in 2023. As a venerable fourth generation seafood chain, it had built a tradition of innovative marketing campaigns that had elevated the brand to a pop culture sensation with a massive and loyal following. Despite their success in building a strong brand image and an army of die hard customers, they couldn’t tell exactly how and where to optimize their marketing spend. That is, until their Chief Marketing Officer Carl LoGuidice started looking into Momos.

Carl quickly realized the Momos platform could transform their approach to campaign performance and optimization. Based on his seasoned career partnering with multiple brands to scale their digital strategy and sales from the ground up, Carl knew what he wanted from Momos: segmented customer insights to improve campaign performance and drive repeat visits.

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The Challenge

San Pedro, like most other major F&B chains out there, was able to track location-level sales on one hand, while also measuring marketing views, opens, and clicks on the other. The issue was in attributing engagement back to an individual sale to establish a clear and causal connection between marketing spend and restaurant sales.

They lacked the tools to pinpoint which channels were yielding the best results, hindering their ability to optimize spend and allocate resources. Increasing marketing spend efficiency was a priority for the brand to unlock a new lever that improves its bottom line. 

To bridge the gap between their omnichannel marketing efforts and tangible results, San Pedro Fish turned to Momos, a customer retention and engagement platform built for multi-location brands.

The Solution

The Momos team created customer-specific offers, personalized to the customer journey in different formats such as custom links for emails and QR codes for offline access. This allowed San Pedro Fish to track a single touchpoint to an individual customer and link it directly to subsequent sales. After the initial success across a subset of customers, San Pedro Fish continued to implement Momos across their entire customer database, yielding exceptional results.

Marketing insights gathered included who viewed the offer, who downloaded it, who used it, and at which location – providing an unprecedented level of marketing clarity.

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The Results

The test email campaign was sent to 38,000 customers and achieved a remarkable 50% open rate, and a 20% offer redemption rate - translating to over $10,000 in revenue across three restaurant locations. This marked a pivotal moment for San Pedro Fish as they could, for the first time, attribute exact revenue to a specific campaign.

Encouraged by the success of the pilot, they scaled up, releasing a campaign to 500,000 followers across eight different media channels. This not only expanded their reach but also provided deeper insights into their customer base, unlocking the ability to segment customers based on value and receptiveness to marketing. Over time, they will be able to optimize their communication touchpoints and offers for individual customer segments, increasing their restaurant marketing ROI while strengthening customer loyalty

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