ThinkFoodGroup restaurants reflect the authentic roots of each unique concept and showcase José's passion for telling the stories of a culture through food. From an intimate fine dining experience, a mobile food truck, or their multifaceted hotel operations, ThinkFoodGroup’s aim is the same — to delight customers at every turn and that includes in their inbox. They are pairing beautiful templates with relevant messages delivered at the perfect time.
Rounding out the email mix with engaging content
“Our overall email strategy is to really help restaurants incorporate content-based emails with their sales-based messages,” said Brittany Latney, Senior Digital Marketing Manager.
ThinkFoodGroup doesn’t have a large marketing team, meaning Brittany doesn’t have time to code email after email. “The platform is so intuitive — it really helps me execute on my email strategy. It allows me to be strategic with how we communicate with our guests,” offered Brittany.
Consistent branding while preserving unique nuances
ThinkFoodGroup has success sending emails from José as a celebrity and also from the individual restaurants in the group. Brittany said, “Each restaurant has its own following and we want to continue to make that personal connection. We can choose who to send the email from so we don’t boggle someone’s inbox.”
The stories behind ThinkFoodGroup’s brand are of utmost importance — the dishes, the wine, the name. “These things are who we are. Email is a way to get that in front of our guests since we don’t do big advertising campaigns,” Brittany revealed.
Since switching to Emma, ThinkFoodGroup has been able to deliver the beautiful emails they’d always envisioned. Customers have noticed too -
- Open rate has increased by 17%
- Opt out rate decreased by 0.23%
- Subscriber list has grown a whipping 240%
Why did ThinkFoodGroup choose Emma?
“Our previous provider didn't have the flexibility to really make beautiful emails, which is very important to us. Just like our dishes, we want our emails to be beautiful,” explained Brittany.
ThinkFoodGroup finds the drag & drop editor Emma’s most valuable feature. Brittany noted, “Compared to what I’ve seen done previously, it’s very easy and simple. Being able to see the email before it’s fully developed is awesome.”
Brittany continued, “But really, the most joyous part about using Emma is the partnership. We look at Emma as our partner, not just some email platform.”
What the future looks like:
ThinkFoodGroup is looking at how they can further segment their data to be as effective as possible. This includes segmenting stale or inactive subscribers as well as segmenting based on restaurant location.