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TBHC Delivers Business Accelerator Team

TBHC Delivers: BATeam Develops Program to Optimize Foodservice Operations

BATeam developed and executed a 12-month marketing plan that shared best practices with store owners focused on improving both sales and profits.

About TBHC Delivers

TBHC Delivers® helps convenience store owners grow their businesses by distributing Hunt Brothers® Pizza, a high-quality, turn-key branded foodservice program. What began as a delivery route has grown into a full-service direct distribution organization providing comprehensive sales training, superior service and outstanding food service. TBHC Delivers® remains the largest single distributor of Hunt Brothers® Pizza, the largest independent brand of hot, fresh-baked pizza in the convenience store market with over 11,000 locations in 33 states.

 

Why BATeam

TBHC Delivers® selected BATeam for the initial project to develop a 12-month marketing plan based on our expertise in the convenience and fuel retail industries, and our experience developing, launching and managing foodservice programs in those industries.

TBHC Delivers® retained BATeam to manage the implementation of the marketing strategy and tactics based on the demonstrated capabilities of BATeam’s in-house marketing team.

 

Areas of Need

TBHC Delivers® engaged with BATeam to conduct the necessary discovery, market research and competitor analysis in order to develop a 12-month marketing plan that included:

  • Recommended go-to-market strategy and positioning
  • Detailed 12-month marketing timeline to include:
    • Campaigns by quarter
    • Tactics by month
    • Key measurements by week
    • Summary of resources required
    • Annual marketing budget


Following this initial project, TBHC Delivers® retained BATeam to support implementation and provide ongoing management of the marketing strategy and tactics recommended by BATeam including:

  • Website updates
  • Content development
  • Email marketing
  • Social media management
  • Performance measurement

 

Business Challenges

TBHC Delivers® identified the opportunity to improve sales by 5% with a focus on operational improvements at store level, while also providing additional support to new locations in states with lower market share.

 

Objective

TBHC Delivers® had two main objectives for the “TBHC Delivers® Toppings” program:

  1. Optimizing sales and overall profitability with established customers.
  2. Growing sales and customer loyalty for new and underperforming customers.

 

Approach

TBHC Delivers® and BATeam developed the “TBHC Delivers® Toppings” program designed to provide store owners with various tips, strategies, tools and best practices to boost their profitability.

This educational content was delivered in a variety of formats to accommodate preferences of store owners. These formats included:

  • 16 Blog Posts offering valuable insights on top operational best practices, effective marketing strategies, and more! 
  • 16 Tips published on LinkedIn offering advice for store owners on improving pizza programs.
  • 5 Email Digests in a newsletter format that summarized all published content for the month.
  • 7 Downloadable Content Offers such as eBooks and two-page guides. This exclusive content was designed to help streamline operations, save money, and cultivate a loyal customer base. 
  • 3 Videos that covered topics such as local store marketing and the power of dayparting. 

 

Results

TBHC Delivers® helps

  • 9 of the Top 10 webpages based on Average Engagement Time were related to the “TBHC Delivers® Toppings” program, including the Blog, Resources and most popular blog posts. This is a strong indicator of content relevance and high visitor engagement.
  • Email campaigns also outperformed industry averages with Open Rates exceeding 38%+ and Click-to-Open Ratios of 5%+ driven mainly by the monthly Email Digest which summarized key best practices for store owners in a more concise format.
  • Website traffic also experienced consistent monthly increases ranging from 2.4% to 8.3% based on frequency of content publishing, email campaigns, and social media activity.