Online bookings grow by 150%

8th April 2009, 10:05am

Paramount Restaurant Group has seen online bookings soar by 150% over the last three months following an ongoing email voucher campaign.

The nationwide group, which has partnered with email marketing company Pure for the promotion, sent customers of Chez Gérard, Brasserie Gérard, Bertorelli and Il Bertorelli, Caffè Uno and Livebait voucher offers such as 'two for one' or '£15 off' to encourage them to book a table.

One particular voucher campaign for Caffè Uno in January 2009 saw a 30% open rate, with a further 45% click through rate. This resulted in 10,000 vouchers being downloaded. The campaign was originally sent to a mailing list of 79,000 customers.

Overall, traffic to the group's websites grew by 307% across all brands in January 2009, against the previous month's figures.

The group also saw its customer database expand by 70% between January and March this year.

Ryan Badger, online marketing manager at Paramount Restaurant Group, commented on these results: "Pure has given us the freedom to take control of our customer relation. PureResponse has enabled us to shorten turnaround times for email campaigns and manage the way we capture data. I am certain working with Pure was the most cost-effective option available to us. The total cost of the service for a year was covered with the delivery of our first email campaign."

He continued: "The results Paramount Restaurant Group has received perfectly demonstrates what we at Pure are advocating: accountable marketing," said Anne Collet, Marketing Manager of Pure. "Paramount Restaurants has managed to grow its audience and sales by using email that's appropriate for its market – the results achieved can be built upon in the future. We are pleased Pure was chosen to lead this campaign."

Related Articles:

• 17 Feb 2009 - Online restaurant bookings surge
• 24 Aug 2007 - Live bookings in real-time restaurants

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