Case Study
Jimmy's Coney
CASE STUDY
Jimmy's Coney
CLIENT
HIGH-LEVEL DETAILS
- Identify Business challenges as a result of the COVID-19 Pandemic
- Digitally transform the business by investing in the brand
- Identify new business opportunities and inefficiencies in business workflows
- Integrate online ordering seamlessly with POS system
- Increase brand equity with social media and reputation
- Managed then implement new business processes that can be measured in real time
Digitization
In 2006 Jimmy Tingas – “Jimmy’s Coney Grill”- opened the first location in Sterling Heights, Michigan. Jimmy’s Coney now has 3 locations. Experiencing Jimmy’s Coney can now be done with a click on their website or a swipe of the app or even in person dining since transforming their business with the help of their tech partner, Aqaba Technologies.
Industry
Food Service
Size
42 Employees
Location
Michigan
A modern website and mobile app ordering system that allowed customers to order online directly from the restaurant.
Jimmy’s Coney Grill wanted to get away from customers using third party services like DoorDash and GrubHub so they can bring in 100% of the profit. Their website did not represent their brand well and they needed a change.
Step 1: Seek out a new online ordering system that integrates seamlessly with a new branded e-commerce website.
Step 2: Drive sales by leveraging social channels, customer loyalty, mobile app, data intelligence and reputation management to build an equitable local name.
During the 2019 COVID pandemic Jimmys began to struggle with a large decrease in employees and reduced in-store sales. The owners decided it was time to make some business changes. They reached out to Aqaba Technologies for assistance with turning their business around.
What did the client want?
A modern website and mobile app ordering system that allowed customers to order online directly from the restaurant.
What problem did Aqaba solve?
Jimmy’s Coney Grill wanted to get away from customers using third party services like DoorDash and GrubHub so they can bring in 100% of the profit. Their website did not represent their brand well and they needed a change.
What is your company doing overall?
Step 1: Seek out a new online ordering system that integrates seamlessly with a new branded e-commerce website.
Step 2: Drive sales by leveraging social channels, customer loyalty, mobile app, data intelligence and reputation management to build an equitable local name.
Why did the client choose Aqaba?
During the 2019 COVID pandemic Jimmys began to struggle with a large decrease in employees and reduced in-store sales. The owners decided it was time to make some business changes. They reached out to Aqaba Technologies for assistance with turning their business around.
The challenge
Jimmy’s Coney Grill identified the need to transition to a more modern business solution. 3 significant challenges they faced were driven by the Covid-19 pandemic resulting in a massive decrease in sales in all 3 of their stores first. Second, the loss of $180,000 in third-party food delivery service fees, and third, a loss in staff without replacements to support the business.
The challenge
A new online ordering system can completely change a business. Jimmy’s Coney, a family run business for over 30 years has experienced local success. During the 2019 COVID pandemic, Jimmy’s struggled with a large decrease in employees and reduced in-store sales. The owners decided it was time to reconsider the way they performed business. They reached out to Aqaba Technologies for fresh insight into innovative modern-day options at the time.
Our goals
delivery fees of 40% to
0 allowing Jimmy’s to
retain 100% of Gross
Delivery Sales
pre-engagement gross weekly sales
from $400 to $6,000
and digital
brand makeover
of patrons by growing
social presence and
native Mobile app downloads
Our goals
Reduce their 3rd
party delivery fees of
40% to 0 allowing
Jimmy’s to retain
100% of Gross
Delivery Sales
gross weekly sales from
$400 to $6,000
and digital
brand makeover
Generate a loyal army
of patrons by growing
social presence and
native Mobile app
downloads
What we have done
Details
Facebook Page growth
With Facebook being our only paid ad platform, it is important to grow the Jimmy’s Coney brand and reach the local community to bring in new customers and retain our loyal customers. We promoted limited time deals, seasonal specials, and free delivery!
Overview
Not all deals drive sales. It took multiple A/B tests of promotions to find what worked best.
Posts with the Jimmy’s Character gained more clicks and engagement, while memes drove for likes and shares.
Facebook Meta Ads
Our Audiences has grown over the past year giving us more potential customers, bringing in more clicks and costing less per click over time.
Jimmy’s Coney Grill App
Results
Engagement
October 20 2022 - December 31, 2022
86%
Total Facebook follower growth
2K
Average monthly visitors
895+
App downloads
9023
Total new online orders
In 2022, our Online sales averaged over $4,000/week between the months of January through November and over $5,000/week for the month of December. With a new ad campaign at the beginning of November, we saw an immediate acceleration in weekly orders and sales growth!
Aqaba has been and will be a huge part of our growth. It’s a lot easier for us to focus on the business, while you help drive digital sales and promote Jimmy’s in the local communities.
WHAT WE LEARNED
- The food industry has changed the way people buy food from restaurants. COVID-19 turned many full dining restaurants into delivery and carry-out only. We had to get in front of the movement and help Jimmy’s become a local favorite carry-out restaurant.
- Local communities are key to growing small chain restaurants. Refreshing and new deals keep the loyal customers coming back.
