All Bar One brunch sales up 28% thanks to female-targeted campaign

The Mitchells & Butlers brand saw a 28% rise in customers brunching at its venues during May, following the introduction of a social-media campaign with micro-influencer platform Takumi and creative agency WPR.

The campaign was designed by All Bar One to generate interest in their new summer menu and drive footfall among customers.

In working with Takumi, the brand moved from traditional advertising to targeting female foodies on Instagram within their key age demographic.

All Bar One marketing manager Michael Duffy highlighted how the campaign not only impacted sales, but social interaction too.

Up across the board

He said: “While our campaign was active, we not only saw stronger sales, but interaction with the brand was up across the board.

“On social media, engagement was up 594% on our Instagram posts using the hashtag #Brunch, #Brunchie and #Brunching.

“There was also a 63% increase in engagement on Facebook, Twitter and Instagram for posts using the Takumi-generated images, with more than 175,000 views and a significant amount of likes and comments across those posts.”

Takumi co-founder and CEO Mats Stigzelius said: “It was a really interesting project. Some 10 female micro-influencers aged 25 to 39 who collectively had more than 200,000 followers, took part in the campaign.

“They created 10 rights-managed inspirational images of them enjoying a brunch at All Bar One with their friends, which were then shared on Instagram channels using the hashtag #brunchie.”

Increased engagement

The posts were also supported by social advertising and a competition, where followers were encouraged to share their own #brunchie photos for a chance to win a Mulberry Kite handbag.

The campaign ran for one month and saw some of the brand’s highest-ever engagement on social media.

Stigzelius added: “Takumi’s campaign with All Bar One is a prime example of how brands don’t need to spend huge sums to make a big impact on social media.

“Working with micro-influencers gave All Bar One access to high quality, authentic and engaging content to help promote their new menu.

“The result? Significantly more people were talking about brunch at All Bar One and engagement increased across the board. It’s incredibly simple and as the results show, highly effective.”