Flipping Sales: Driving Growth for The Original Pancake House

RWA revitalized stale marketing with fresh creative, sharper targeting, and a “Not Just for Breakfast” campaign—delivering consistent year-over-year sales increases.

Challenge
Year-over-year sales were declining. Marketing was heavily skewed toward print and seniors, with flat creative, weak calls-to-action, and no clear brand message. While breakfast traffic was steady, lunch and dinner sales lagged.

Our Approach

Cancelled ineffective media buys and consolidated budgets for efficiency.
Shifted media mix to broadcast TV, flighted radio promotions, and zip-code-targeted inserts/direct mail.
Developed fresh creative with strong calls-to-action and clear product focus.
Introduced “Not Just for Breakfast” messaging to build lunch and dinner traffic.
Reinstated the customer rewards system to strengthen retention.
Coordinated with store managers to align promotions and onsite execution.

Impact

14% sales growth in Year 1.
Sustained 5%+ annual sales growth for the next five years.
Franchise group ultimately sold at a substantial profit.

Outcome
RWA’s revitalized strategy turned around declining sales, expanded daypart revenue, and set up the South Florida franchise group for long-term success.