58 percent growth.
The chef focused on cooking
Back Nine Grille & Bar in Santa Cruz is chef-led. Ben Kry was running the kitchen, the floor, and the marketing at the same time. The next lever was handing off the marketing work.
After partnering with Dineline, Back Nine reached over 4 million people, drove 2,000-plus new customers in-store, and grew 58 percent. All while Ben stayed on the line.
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How it played out.
Ben Kry is the chef and general manager at Back Nine in Santa Cruz. Like most chef-operators, he was running the kitchen, the floor, and the marketing at the same time.
The kitchen was working. The food was working. The opening was scalable reach and follow-up that did not pull Ben off the line on a Saturday night.
Dineline took over the campaigns, the ads, the targeting, and the automated follow-up flows. Ben stayed on the line, cooking food and running the guest experience he cared about.
Five months in, the numbers speak. Over 4 million people reached in the local Santa Cruz area. More than 2,000 new customers walking in. 58 percent growth since the partnership started.
Ben barely touches the marketing. The kitchen stays the focus, and the customers keep coming.
“My favorite thing about working with Dineline is that I don’t have to do hardly anything with my marketing. They do it for me so I can focus on my guest experience and cooking food.”
Ben Kry, Chef & General Manager, Back Nine Grille & Bar
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