Case Study Mimi's Cafe

How do you infuse American comfort food with distinctly French flavor? By harkening back to period driven by typography and illustration and blending it with modern takes on American classics.

Brand Refresh

Explore a refresh of a dated brand to coincide with the restaurant's new direction in leadership, food, and store design.

Digital Marketing

Utilize Digital Marketing channels to provide a measurable increase in revenue across all Mimi's locations nationwide.

Brand Refresh

Explore a refresh of a dated brand to coincide with the restaurant's new direction in leadership, food, and store design.

Execution:

The existing brand leaned on a series of complex illustrations and heavy-handed typography. We developed a series of brand stories built around a streamlined illustration style which hinted at the French roots while maintaining appeal to a mainstream American audience.

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Killed Concepts

 

Mimis_Cafe_CaseStudy_2015_1600_2

Digital Marketing

Utilize Digital Marketing channels to provide a measurable increase in revenue across all Mimi's locations nationwide.

Execution:

Through a partnership between Specific Media and Nielsen, Tractorbeam was able to bridge the gap between offline and online targeting. By utilizing Nielsen, a leading aggregator of offline transaction data, we were able to target Mimi's Cafe clientele based on their past, competitor-dining experiences by taking actual POS data, locations, restaurant trips/month, average spend, and the restaurants visited.

27%Increased sales per person during the engagement
94%New buyer transactions during and post campaign period
3.6
Return on Ad Spend throughout the engagement

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