Privy Case Study in Launching a New Dining Concept: SA PA

Logo for Sa Pa, A Vietnamese concept in downtown Boston

Logo for Sa Pa, A Vietnamese concept in downtown Boston

Boston restauranteur and entrepreneur Ky Nguyen came to Privy as he prepared to launch his new Vietnamese-inspired quick-serve concept SA PA, wanting to use our platform to launch and grow awareness for the new restaurant located in downtown Boston, on the corner of Kingston and Bedford streets. He says the idea for SA PA was inspired by the food of his Vietnamese upbringing, with a modern interpretations of the traditional Pho and Banh Mi he grew up with. Needless to say, we were thrilled to help him get his new concept off the ground, build a social media following, and bring customers in the door.

SA PA's promotion distributed through Facebook

SA PA's promotion distributed through Facebook

With several new-age Vietnamese offerings already existing in Boston, we needed to set SA PA apart from the rest, and give customers a strong incentive to come in, so Ky decided that he'd be willing to give new customers a free Banh Mi sandwich to come in and try their fare. Sure enough, the promotion blew the doors off the restaurant. In the first 4 days, SA PA had already harvested 70 email addresses and brought in 30 guests for the promotion. While originally intended to be a limited time promotion, its initial success led Ky and the SA PA team to decide to extend the campaign for a total of 6 weeks. In that time, our technology and their great promotion harvested 438 customer emails, and brought 170 customers in the door. That's a 41% redemption rate, which massively outpaces typical industry mobile promotion redemption rates of 10%.

The menu is very simple and easy to order from. And with your meal prepared right in front of you, you can control what toppings are included or left out. 

The menu is very simple and easy to order from. And with your meal prepared right in front of you, you can control what toppings are included or left out. 

There are several reasons for SA PA's success as a new downtown Boston hotspot. Chief among them are that the food is delicious and inexpensive, the process of ordering and preparation is quick and intuitive, and that the brand is extremely approachable, even for people who aren't already familiar with Vietnamese-inspired cuisine. The menu is extremely easy to understand and order from, and each selection is expertly-prepared in front of you.

Sa Pa's Free Banh Mi campaign results on the Privy dashboard

Sa Pa's Free Banh Mi campaign results on the Privy dashboard

While the SA PA concept has a lot of built-in appeal that serves to draw hungry customers in their doors, we helped them to launch with a bang. At the end of the 6-week campaign, having distributed the offer across multiple mediums, Privy had brought them 189 customers, many of whom have reportedly become regulars. In many traditional businesses, the  process of raising awareness, amassing a database of email addresses of customers who are captivated by a brand, and creating a solid base of repeat customers is a challenge that can take years to build up. With Privy in their corner, Ky and SA PA we were able to accomplish these goals in a mere 2 months.

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