EMMA DAVENPORT

Driving Catering Demand & Day-Of Sales Growth

TORTAZO BY CHEF RICK BAYLESS | 2026

Designed and led cross-channel campaign strategy spanning paid media, email, social, search, in-store signage and operational coordination across Tortazo locations during the brand’s highest-volume seasonal campaign period.

CAMPAIGN SYSTEM

Rather than treating Cinco de Mayo as a single-day promotion, the campaign was structured as a coordinated seasonal push across discovery, catering demand, guest re-engagement, and in-store traffic during lunch and happy hour; connecting paid media, search, email, social content, and operational fulfillment into a scaling system with clear success metrics.

CAMPAIGN TACTICS

PAID MEDIA
Expanded reach during the lead up to Cinco de Mayo through highly efficient Meta advertising focused on in-store traffic, catering demand, awareness, and social discovery.
EMAIL
Re-engaged guests through action-oriented catering and happy hour messaging, driving attributed revenue and repeat ordering behavior.
DIGITAL ORDERING SYSTEMS
Monitored direct service provider and online ordering platforms throughout the campaign period to manage day-of capacity.
SEARCH
Captured high-intent catering and restaurant searches through Google Ads, generating website traffic and direction requests during peak seasonal demand.

SOCIAL CONTENT
Built campaign momentum through a mix of boosted posts, organic content, collaborator amplification, and catering-focused storytelling.
DEMAND SIGNALS
Tracked catering page traffic and ordering behavior as purchase-intent indicators, measuring campaign demand before the holiday itself.

INSIGHTS

Demand signals appeared before holiday

Catering page traffic increased significantly during the campaign ramp-up period, suggesting that demand was building well before the holiday itself and reinforcing the value of early campaign sequencing.

Clear CTAs outperformed general holiday messaging

The strongest-performing email during the campaign period focused directly on catering behavior and ordering action, reinforcing that guests responded more strongly to clear utility-drive messaging than broader holiday awareness.

Simplicity consistently outperformed complexity

Competitor analysis and campaign performance both suggested that straightforward, food-first messaging, catering utility, and high- frequency visibility consistently outperformed more conceptual or heavily promotional creative approaches.

EMMA DAVENPORT

Driving Catering Demand & Day-Of Sales Growth

TORTAZO BY CHEF RICK BAYLESS | 2026

Designed and led cross-channel campaign strategy spanning paid media, email, social, search, in-store signage and operational coordination across Tortazo locations during the brand’s highest-volume seasonal campaign period.

CAMPAIGN SYSTEM

Rather than treating Cinco de Mayo as a single-day promotion, the campaign was structured as a coordinated seasonal push across discovery, catering demand, guest re-engagement, and in-store traffic during lunch and happy hour; connecting paid media, search, email, social content, and operational fulfillment into a scaling system with clear success metrics.

CAMPAIGN TACTICS

PAID MEDIA
Expanded reach during the lead up to Cinco de Mayo through highly efficient Meta advertising focused on in-store traffic, catering demand, awareness, and social discovery.
EMAIL
Re-engaged guests through action-oriented catering and happy hour messaging, driving attributed revenue and repeat ordering behavior.
DIGITAL ORDERING SYSTEMS
Monitored direct service provider and online ordering platforms throughout the campaign period to manage day-of capacity.
SEARCH
Captured high-intent catering and restaurant searches through Google Ads, generating website traffic and direction requests during peak seasonal demand.

SOCIAL CONTENT
Built campaign momentum through a mix of boosted posts, organic content, collaborator amplification, and catering-focused storytelling.
DEMAND SIGNALS
Tracked catering page traffic and ordering behavior as purchase-intent indicators, measuring campaign demand before the holiday itself.

INSIGHTS

Demand signals appeared before holiday

Catering page traffic increased significantly during the campaign ramp-up period, suggesting that demand was building well before the holiday itself and reinforcing the value of early campaign sequencing.

Clear CTAs outperformed general holiday messaging

The strongest-performing email during the campaign period focused directly on catering behavior and ordering action, reinforcing that guests responded more strongly to clear utility-drive messaging than broader holiday awareness.

Simplicity consistently outperformed complexity

Competitor analysis and campaign performance both suggested that straightforward, food-first messaging, catering utility, and high- frequency visibility consistently outperformed more conceptual or heavily promotional creative approaches.

EMMA DAVENPORT

Creative Communications Professional

Chicago, Illinois

EMMA DAVENPORT

Driving Catering Demand & Day-Of Sales Growth

TORTAZO BY CHEF RICK BAYLESS | 2026

Designed and led cross-channel campaign strategy spanning paid media, email, social, search, in-store signage and operational coordination across Tortazo locations during the brand’s highest-volume seasonal campaign period.

+830%

increase in attributed catering sales

+115%

same day in-house sales growth

$112k+

in attributed

email revenue

+678%

catering web

traffic increase

CAMPAIGN SYSTEM

Rather than treating Cinco de Mayo as a single-day promotion, the campaign was structured as a coordinated seasonal push across discovery, catering demand, guest re-engagement, and in-store traffic during lunch and happy hour; connecting paid media, search, email, social content, and operational fulfillment into a scaling system with clear success metrics.

CAMPAIGN TACTICS

PAID MEDIA
Expanded reach during the lead up to Cinco de Mayo through highly efficient Meta advertising focused on in-store traffic, catering demand, awareness, and social discovery.
EMAIL
Re-engaged guests through action-oriented catering and happy hour messaging, driving attributed revenue and repeat ordering behavior.
DIGITAL ORDERING SYSTEMS
Monitored direct service provider and online ordering platforms throughout the campaign period to manage day-of capacity.
SEARCH
Captured high-intent catering and restaurant searches through Google Ads, generating website traffic and direction requests during peak seasonal demand.

SOCIAL CONTENT
Built campaign momentum through a mix of boosted posts, organic content, collaborator amplification, and catering-focused storytelling.
DEMAND SIGNALS
Tracked catering page traffic and ordering behavior as purchase-intent indicators, measuring campaign demand before the holiday itself.

INSIGHTS

Demand signals appeared before holiday

Catering page traffic increased significantly during the campaign ramp-up period, suggesting that demand was building well before the holiday itself and reinforcing the value of early campaign sequencing.

Clear CTAs outperformed general holiday messaging

The strongest-performing email during the campaign period focused directly on catering behavior and ordering action, reinforcing that guests responded more strongly to clear utility-drive messaging than broader holiday awareness.

Simplicity consistently outperformed complexity

Competitor analysis and campaign performance both suggested that straightforward, food-first messaging, catering utility, and high- frequency visibility consistently outperformed more conceptual or heavily promotional creative approaches.