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Case Study

Roots Natural Kitchen

Lead Generation

Case Study

Roots Natural Kitchen

Lead Generation

The Situation

Roots Natural Kitchen is a fast-casual restaurant based on the east coast that specializes in providing healthy food options. They pride themselves in being uniquely able to offer tasty and nutritious meals for all types of customers. 

Although Roots Natural Kitchen was experiencing significant growth in 2019 and expanding into new states and cities, they believed entering corporate catering was a crucial step to the business’ development. They came to Veivos to help them break into the corporate catering marketing in Richmond, VA.

Lead Generation

Typical advertising channels were crowded by large players like Panera, Jimmy Johns, and other major chain restaurants. To decrease cost and increase ROI, Veivos launched a cold email campaign to generate exposure for Roots Natural Kitchen. The initiative included pulling and validating email addresses, developing a messaging strategy, and monitoring/optimizing the campaign. 

Email Procurement

To increase the messaging relevance, the target demographic was limited to administrative assistants, executive assistants, and office managers at Richmond, VA companies with 50 employees or more. We pulled over 600 emails matching the outlined demographic. 

Messaging Strategy

We brainstormed the unique value proposition Roots Natural Kitchen was able to offer in their catering division. Using the value proposition as a guide, Veivos assisted in developing a targeted messaging strategy specifically tailored towards the demographic. 

Campaign Launch

We used the email addresses and initial copy to launch the campaign. To optimize performance, we AB tested the language, subject lines, and email copy. After finalizing the campaign, we were able to achieve more than a 50% open rate (127% higher than average) and a 10% response rate (9x higher than average). Out of the leads emailed, 6% scheduled face-to-face meetings with Roots Natural Kitchen’s catering sales team. 

Lead Generation Results

Out of the leads emailed, 6% scheduled face-to-face meetings with Roots Natural Kitchen’s catering sales team. Although typical advertising channels are crowded, few–if any–catering companies engage in cold email campaigns, which helped make this highly effective. Using this campaign as an example, Veivos will launch similar campaigns in Blacksburg, Virginia and State College, Pennsylvania. 

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