Case Study - Ripe

Ripe is a high-end restaurant that serves family-style dinners from an extended kitchen. Ripe's sole source of marketing is through electronic mail using eROI's email marketing platform, emailROI. In fact, the only way to get a reservation at Ripe is to be invited via email through someone who has already dined at Ripe.

Target Audience
Consumers: People who like to eat good food

Strategies
eROI worked with the Ripe to develop -and eventually rely upon- a truly unique approach to email marketing. In keeping with its simple, elegant brand, Ripe sends email that looks like text but is HTML to enable open and click-through tracking. Ripe recently opened a new, larger restaurant -named clarklewis- with plans to accept walk-in diners for lunch and dinner. The response the restaurant received from its email announcement was so overwhelming that reservations are booked for the next two months.

Results
1000 reservations from a single email announcement of its restaurant opening -valued at $25,000; a return on investment of 10,000 percent.

"It's official, clarklewis is open and serving some pretty exciting food. But first we owe heartfelt thanks to all of you, for sending in over a thousand reservation requests, for humoring us during our dress rehearsal, for supporting our new project. It was a bit of a battle to get back to all of you, and for those we weren't able to accommodate this week, please understand and please come see us soon. We open the doors to the public on Monday February 2nd; we thought we might move to a first come first serve basis, but it seems we are going to stick with reservations; from this point on please call -keep emailing for supper reservations."
--Michael Heppe, President, Ripe