Introduction:

Route 44, formerly known as Moroca, is a fast-food joint that faced a significant challenge when a dispute with their franchisee forced them to rebrand. This case study delves into how a digital marketing agency played a pivotal role in helping Route 44 overcome this obstacle, boost their sales from ₹1.5 lacs to ₹7 lacs per month, and establish a strong online and offline presence.

Background:
Route 44, a popular fast-food chain, had been operating under the name Moroca for several years. However, due to a franchisee dispute, they were compelled to rebrand themselves as Route 44. This sudden change posed a major challenge for the business, as it required them to regain their customer base and build brand recognition under the new name.

Digital Marketing Strategy:

1. Branding and Online Identity:
To establish a strong online presence, the digital marketing agency focused on rebranding Route 44 effectively. They crafted a comprehensive branding strategy that included redesigning the logo, developing a new website, and creating consistent visual elements across various online platforms.

2. Website Optimization:
Recognizing the importance of a user-friendly and visually appealing website, the agency optimized the Route 44 website for better functionality and a seamless user experience. This involved improving site navigation, enhancing mobile responsiveness, and optimizing page load times.

3. Search Engine Optimization (SEO):
To improve the online visibility and search engine rankings of Route 44, the agency conducted extensive keyword research and implemented on-page and off-page SEO techniques. They optimized the website content, meta tags, and descriptions to align with relevant search queries, ultimately driving organic traffic to the site.

4. Social Media Marketing:
Recognizing the power of social media, the agency developed a robust social media marketing strategy for Route 44. They identified the target audience and created engaging content tailored to their preferences. Regular posting, community engagement, and influencer partnerships were leveraged to expand brand reach, foster customer loyalty, and generate buzz around the new brand.

5. Paid Advertising Campaigns:
To drive immediate results and increase sales, the agency implemented targeted paid advertising campaigns across various digital platforms such as Google Ads, Facebook Ads, and Instagram Ads. They crafted compelling ad copies, utilized demographic targeting, and closely monitored campaign performance to ensure optimal results within the allocated budget.

Offline Marketing Strategy:

1. Print Media:
Understanding the importance of a multi-channel approach, the agency strategically employed print media to amplify Route 44’s offline presence. They designed eye-catching flyers, brochures, and coupons to distribute in local communities, offices, and events, enabling the brand to reach a wider audience.

2. Local Partnerships:
The agency forged partnerships with local businesses, influencers, and community organizations to enhance Route 44’s brand visibility and reach. Collaborative initiatives such as joint promotions, sponsorships, and cross-marketing opportunities were leveraged to tap into new customer segments and foster brand loyalty.

Results:

1. Sales Growth:
Through a well-executed digital marketing strategy, Route 44 experienced a significant boost in sales, with monthly revenues increasing from ₹3 lacs to ₹7 lacs. The integrated approach that combined online and offline marketing channels played a crucial role in driving this growth.

2. Increased Brand Awareness:
The rebranding efforts, coupled with the digital marketing campaigns, successfully increased Route 44’s brand visibility and recognition. The targeted online and offline activities helped the brand gain traction among the target audience, resulting in enhanced brand awareness.

3. Expanded Online Presence:
The optimized website, improved search engine rankings, and active social media presence enabled Route 44 to establish a strong online presence. The brand’s increased visibility across digital platforms attracted more website visitors, leading to higher engagement and conversion rates.

Conclusion:

By overcoming the challenges brought about by a franchisee dispute and executing a comprehensive digital marketing strategy, Route 44, formerly Moroca, successfully rebranded themselves and achieved remarkable growth. The combined efforts of online and offline marketing channels not only boosted their sales but also established a solid foundation for future growth and brand development. This case study highlights the importance of a well-planned and integrated digital marketing approach in overcoming obstacles and achieving tangible business results.