Client Background
Susie’s is one of Jamaica’s most reputable and loved restaurants, known for their authentic home-cooked meals and desserts for over 30 years. As the only 24-hour dining experience in Kingston, Susie’s serves loyal customers day and night with a vibrant atmosphere and unbeatable menu.
In 2023, Susie’s faced a crucial turning point: they moved to a new location and needed to ensure customers could find them – fast. They knew that if they failed to regain and grow their customer base swiftly, years of brand equity could fade.
- Website
- Social Media
- Emails
- Paid Ads
- Customer Support
Challenges
In 2023, Susie’s faced a crucial turning point:
They had just moved to a new location and needed to ensure customers could find them – fast. Years of brand equity and reputation were at risk if they failed to regain and grow their customer base swiftly.
Here’s what they were up against:
❌ Challenge 1: No Digital Foundation
- No website to showcase their menu, location, or story.
- Customers searching online couldn’t find them, creating confusion and lost foot traffic.
❌ Challenge 2: Inconsistent Social Media Presence
- Posts were infrequent and lacked strategic direction.
- Content quality varied, resulting in low engagement and little reach beyond existing followers.
❌ Challenge 3: Zero Active Paid Advertising
- No paid ads strategy to drive foot traffic or awareness of the new location.
- Relied purely on organic reach, limiting their ability to scale revenue predictably.
❌ Challenge 4: Failed Past Marketing Attempts
- Previous marketers focused only on vanity metrics like likes and followers.
- Susie spent hard-earned revenue with no measurable sales growth, leaving her sceptical and cautious about future marketing investments.
Solutions
When Susie partnered with Evolve, we didn’t just create ads – we engineered a complete sales-focused marketing system to overcome each challenge and unlock scalable growth.
Here’s exactly what we did:
✅ Solution 1: Built Their Digital Foundation
- Set up Meta Business Manager and Ads Manager from scratch.
- Built a new website to showcase their menu, location, and 24-hour dining story, building trust and digital discoverability.
✅ Solution 2: Engineered Geo-Fenced Paid Ads
- Developed a robust Instagram and Meta Ads strategy, targeting:
- Past customers from the old location.
- New potential customers within a radius of the new location.
- Ads featured Google Maps/GPS-centric CTAs to drive direct foot traffic efficiently.
✅ Solution 3: Activated WhatsApp as a Conversion Engine
- Created a WhatsApp Business account for easy customer engagement and lead tracking.
- Encouraged customers to message directly, making ordering frictionless while capturing their name and phone number for future promotions.
✅ Solution 4: Built Retargeting and Lookalike Audiences
- Developed custom audiences of the most engaged customers.
- Created lookalike audiences to efficiently expand reach to similar potential diners, increasing conversions while maintaining strong ROAS.
✅ Solution 5: Optimised Content and Social Strategy
- Consulted with Susie’s social media manager to post better content more consistently.
- Attracted more user-generated content and influencer collaborations to build relevancy, credibility, and brand awareness.
Results: A Game-Changing Transformation
Susie's achieved remarkable success through this partnership, surpassing their initial goals:
✔️ First Year (2023–2024):
- Sales grew by 44%, doubling their original growth target.
- Achieved an ROI of 4,001% (every $1 generated $40.01 in revenue).
✔️ Second Year (2024–2025):
- Sales grew by an additional 23% on top of the previous year.
- ROI of 1,842% (every $1 generated $18.42 in revenue).
✔️ Overall (2 Years):
- Doubled annual sales revenue.
- Cumulative ROI: 2,768%, or 27.68× return on total marketing investment.
