Results and Effectiveness

The order helpline registered a record number of phone calls during the period this activity was carried out. There was a 45% increase in the number of orders placed. Impressively, 57% of these were new customer acquisitions. 47% of the coupons that were distributed got redeemed. What’s more, this unique activity helped ROC in getting press coverage worth millions of rupees which would otherwise have been impossible. The impact of the campaign gets strengthened further when one puts into perspective the return on investment, i.e. the money spent in its execution was miniscule compared to the phenomenal returns.

Creative Execution

We created the Fire Scooter. Existing delivery scooters were modified to create an illusion of fire right below the carry box. When these Fire Scooters, carrying a “delivered hot” message showed up on busy roads and around restaurants frequented by chicken lovers, they became an instant hit. They caught people’s attention and proactive enquires were made about the service. At this point, ROC menu cards were promptly handed over with the order helpline number and a discount coupon. As a result, ROC acquired many new customers and also saw an increase in the frequency of orders from the existing lot. We managed to address the key problem, i.e. the apprehension of people regarding home delivered food, because of which ROC’s sales were suffering. Also, the nature of our device allowed us to be flexible and carry out this promotion at strategic locations. Such as near restaurants frequented by chicken lovers. So the next time they want to have chicken, ROC would be at the top of their mind.

Insights, Strategy and the Idea

Republic of Chicken (ROC), a Quick Service Restaurant specializing in the home delivery of chicken dishes, was registering stagnation in sales. The problem identified was that people preferred dining out instead of home delivery, especially for chicken. Because by the time the food reached them it was cold and no longer appetizing. To counter this, ROC got double-layered insulated boxes that retain 60 % more heat than normal boxes. The promotion was specifically intended to make the consumers aware that with ROC it is possible to enjoy hot, great tasting chicken within the comforts of your home. It also provided ROC with the opportunity to engage consumers and get them to know more about the food and the ROC experience. The ultimate objective was to induce trials - a first step towards a long relationship. This activity took place in and around residential areas and dine-in restaurants frequented by chicken lovers.