After 45 years in business, and with nearly 300 restaurants in the western United States, Mountain Mike’s Pizza still only uses the freshest ingredients. So it’s no wonder that, when the pandemic hit and takeout became essential for any quick-service restaurant, the pizza brand began shifting their budget to fresh digital channels. They turned to MNTN Performance TV, which helped them tell their story on Connected TV, achieve their revenue goals, and expand into new markets despite the tumultuous time.
Mountain Mike’s Pizza Serves Up Some Hot ROAS With MNTN Performance TV
↓
“
With traditional television, what can you measure? We’re very data-driven. Being able to take the data and use it for targeting and reporting with MNTN Performance TV helps us make better business decisions and create KPIs. It still blows people’s minds that we can track it down to the actual order.
Carol DeNembo
Chief Marketing Officer, Mountain Mike's Pizza
0%
Higher ROAS from 2021 to 2022
0%
Lower CPV from 2021 to 2022
0%
Higher ROAS than goal in 2023
0%
Higher ROAS Feb ‘24 YoY
Objective
Improve ROAS and Leverage Precise Audience Targeting & Seasonality
When the pandemic hit in 2020 many brands had to toss their plans for the year to focus on channels that could drive performance in the new environment. Luckily, Mountain Mike’s was already working with MNTN Performance TV to drive online orders and build a durable takeout business in the longer term.
Mountain Mike’s was already familiar with more traditional, awareness-driven channels like linear TV, but they knew that taking a data-driven approach to their marketing strategy would be the key to success amid the pandemic’s uncertainty. MNTN’s performance solutions were perfect for informing stronger business decisions. With automated optimizations improving their campaigns thousands of times a day, they could drive performance across the campaigns of their many locations, then apply what they learned from their CTV campaigns to the rest of their marketing channels.
A strong return on ad spend (ROAS) was Mountain Mike’s top priority. They needed to run individual campaigns in each of their franchise locations’ markets, and to be able to easily swap creative in and out to promote the limited-time offers on their marketing calendar. They also wanted to see the direct results of their ad spend in each campaign so they could build trust and confidence with their franchisees allowing them to make the biggest impact for their restaurants. MNTN allowed Mountain Mike’s to do just that — and retain brand safety along the way — by reaching audiences exclusively on top-tier streaming networks and apps, on the most influential screens in the household.
Solutions
Related Case Studies
MNTN is the future of TV and direct-response advertising.
Learn how to better drive performance for your digital campaigns with this full-funnel solution.
Sign Up Now