LO:LA | Agency Profile, Contacts, AOR, Client Relationships
- Main Telephone
- (323) 879-6004
|Nick P.||Founder & Chief Executive Officer||CA|
Sample of Related Brands
|Robert B.||Creative Director||CA|
Gen-Z, Millennial Opps: Bloomin' Brands to expand digital-first strategy after a successful year (Score 24)
gained market share in the fast-casual world, largely because of shifts in its marketing strategy. Now, the company is funneling more funds into digital advertising. It will continue working to no longer rely on discounts and limited-time promotions.
For Q4, Bloomin' reported b(l)oomin' quarterly results. In Q4, the company's US comparable restaurant sales results spiked 28% YOY. Its full-year off-premises sales topped $1b in 2021, up 147% YOY.
Bloomin' is also expanding on a booming digital business even as restaurants open back up after pandemic-related closures. The company reported that around 70% of last year's revenue came through digital channels, and its new app has experienced 1.4m downloads.
One of Bloomin's most popular restaurant chains, here.
iSpot reports that Outback is the only brand that Bloomin' promotes via national TV. In 2021, the brand's estimated full-year spend dropped 99% to $50.6k from that of $8.1m in 2020.
YTD, Pathmatics reports that Bloomin' (this is for all its brands combined) has spent roughly $2.3m on digital ads, up 21% from $1.9m spent within the same 2021 timeframe. In 2021, the company spent roughly $13.7m on digital ads, down 25% from the roughly $18.3m it spent in 2020. The company ended up earning ~1.4b digital impressions via Facebook (48%), Instagram (30%), desktop video (19%), Twitter (2%) and desktop display (1%) ads.
Additionally, Magellan shows that Outback specifically has aired around 65 podcast ads within the past 12 months.
As you can tell, even though digital spend dropped last year, it's still showing upward momentum so far this year. Sellers able to offer high-ROI digital strategies should get in touch sooner rather than later to secure some of these increasing ad spend. The reliance on digital, paid social and podcast lead me to believe Bloomin' is still targeting Gen-Z and millennials. I've also noticed OTT ads for at least Outback.
Agency & martech readers - Your chances of securing work here are still bloomin' due to the company's relatively recent Deutsch (creative, digital and social).