Paraná leads sales of the Outback Boards campaign in Brazil
Paraná leads sales of the Outback Boards campaign in Brazil, with a result 23.1% above target and strong performance also in delivery.
The third edition of the Boards Outback campaign recorded results above the expectations of the restaurant chain. Launched in early August, the share achieved sales 20% higher than the target set for participating products and had the Paraná as the country’s main highlight.
In the state, sales of products included in the campaign were 23.1% above the target, the best result among all regions analyzed. Following are Ceará, with 22.4% higher than expected, Paraíba, with 20.5%, Santa Catarina, with 19.3%, and Alagoas, with 19.2%.
The campaign bets on combinations of dishes to share, exploring the habit of consumers to go to restaurants accompanied by family and friends. The options start from R$ 129.90 and include three accompaniments.
In a division between two people, for example, the individual value is close to R $ 65. The strategy seeks to broaden the perception of cost-benefit and, at the same time, encourage the consumption of other items on the menu, such as drinks, starters and desserts.
Campaign also grows in delivery
In addition to the performance in restaurants, the action presented expressive numbers in the delivery service. According to the network, the volume sold by the delivery reached 169% of the expected target.
Overall, 98% of Outback restaurants exceeded their individual channel goals during the campaign.
The result placed the Boards edition as the biggest campaign of the year in the brand’s delivery, surpassing other actions previously carried out, such as the Fondue and Box Commemoration at Home campaigns.
Strategy bets on sharing
For Claudia Vilhena, Vice President of Marketing, Sales and Growth at Bold Hospitality Company, responsible for brand operation, performance is related to consumer behavior and the search for shared eating experiences.
According to her, the Boards’ proposal is to bring together different menu options in a single experience, combining variety, quantity and cost-benefit.
“The Boards were born out of a habit very present among our customers: the pleasure of gathering around the table and sharing the meal,” he says.
The executive also points out that the third edition exceeded expectations both in restaurants and in delivery.
Outback Boards
The format of the Boards brings together different known dishes of the network in combinations intended mainly for sharing.
In addition to making it easier to choose for groups, the strategy also allows the network to work a menu with defined combinations, increasing operational efficiency and stimulating the consumption of complementary products during the meal.
More information about the campaign is available on the official Outback channels.
