FoodConcepts: Strategic Campaign Execution
Driving Traffic & Sales Through Strategic Campaign Execution
FoodConcepts Group (Chicken Republic & PieXpress)
Multi-Channel Marketing Strategy
147%
Of Traffic Targets Achieved
FoodConcepts Group needed to drive foot traffic and revenue growth across their Chicken Republic and PieXpress restaurant chains while launching new store locations, increasing average transaction values, and building customer loyalty in Nigeria's highly competitive QSR sector where consumer spending is under pressure and competition from both formal and informal food operators is intense.
How we tackled it
New Store Launch Strategy
- High-impact launch strategies combining digital advertising and local area marketing
- Influencer partnerships with food bloggers and lifestyle creators
- Geo-targeted campaigns driving awareness within 5km radius of new locations
Revenue Optimization
- Strategic menu promotions and bundle offerings to increase basket size
- Day-part marketing targeting breakfast, lunch, and dinner occasions
- Upsell and cross-sell strategies at point of purchase
Pilot Program Management
- Controlled pilot programs across 5 select stores
- Comprehensive KPI tracking and performance dashboards
- Iterative testing and optimization before network-wide rollout
Measurable impact delivered
Store Launches
- 147% of traffic targets achieved across new store launches in first 30 days
- 162% of revenue targets exceeded during launch periods
Revenue Growth
- 34% increase in average transaction value
- ₦47M in incremental revenue from pilot-tested campaigns
Customer Loyalty & Scale
- 42% growth in customer frequency among loyalty members
- 89% of pilot initiatives successfully scaled network-wide
By combining data-driven launch strategies with rigorous pilot testing and optimization, MarketEdge helped FoodConcepts Group consistently exceed targets across new store openings and revenue programs, establishing a scalable playbook for continued expansion.
