Bain identified significant top and bottom line opportunities via digital marketing within a broader strategic vision for this casual dining brand. FRWD partnered with Bain and Red Lobster leadership to design the roadmap to deliver those opportunities, and expand them over time.
Within a month, we diagnosed the current state, built a test & learn roadmap, translated it to 4 specific tracks, each with multiple small tests. By the end of month two, we had identified a clear path to savings, which was then validated by a larger scale test 2 months later.
A significant part of the effort has been internal capability-building at Red Lobster by leveraging new talent and in-housing technology. These efforts are helping move to a nimbler test & learn culture.
Additionally, a 2016 test that came out of the Test & Learn roadmap was to develop an innovative idea using Tinder as a platform to connect with the huge audience who loves to have date night at Red Lobster. Within a week, we recorded more than 323,725 swipe rights, and Tinder reports the 9.8% engagement rate is more than 2X the average on its platform.
Other tests in mobile, video, and social are generating scalable opportunities to lift guest counts that line up to the original vision, while helping further define it as well.