Wetzel’s Pretzels

Strategic Focus: Currently, the competitor has a monopoly on convenience and easy access visibility. Since we can’t win the walk-by-convenience fight, we are recommending making delivery and pickup the differentiator. Paid ads will focus on keywords as well as online-exclusive bundles or loyalty perks that give people a reason to order ahead rather than just grab-and-go from the competitor. Ads will direct leads to place and order, then redirect to a pre-order platform.

Also, due to the timing of the buying season with Back-To-School & Holiday Shopping Seasons coming up right around the corner, it is suggested that Wetzel’s Pretzels maximize the opportunity of higher mall traffic and remain in the current location to capitalize on the shopping season. Then, as slower months arrive, January & February, consider a relocation if that is still top of mind. This strategy also gives time to plan a transition, announce a Grand Re-Opening if needed and gain traction even while moving location.

Estimated Outcome: Goal is to generate 1,000 to 1,500 clicks per month with initial campaign. Which is estimated to yield 15 to 50 orders per month increase. This is an estimate, not a guarantee.