When Dwayne Chambers joined Asian-themed restaurant chain P.F. Chang’s China Bistro from Krispy Kreme around two years ago, he noticed the company had too many agencies, consultancies and research firms — 13 — for its small marketing budget and wasn’t doing enough to attract new consumers and keep existing ones. So Chambers decided to overhaul the chain’s marketing with a digital focus.
In the restaurant industry, typically 3-6 percent of a company’s sales goes to marketing; at P.F. Chang’s, it was less than 1 percent. So Chambers consolidated the 13 agencies to one media shop, one public relations firm and one video production company, putting the savings toward internal creative and digital marketing efforts.
Read more at Digiday: https://digiday.com/marketing/inside-p-f-changs-data-social-media-overhaul/