News

Top 100: Go Roma No. 6

February 18, 2012

6. Go Roma

Chicago / No. of units: 6

When Go Roma launched its Bring Your Own Fork (BYOF) promotion in April, it turned an average Good Friday into one of the best sales events in company history. The promotion stemmed from the installation of a 14-foot neon fork at the company’s State Street location in Chicago. The installation was coupled with a BYOF promotion that gave guests $3 off when they brought their own fork and was marketed through SocialGrub. In the end, it yielded a 48 percent increase in same-store sales for the day, compared to the holiday a year prior.

The tactic was a success because it involved a complete social media strategy. While Go Roma president Jeff Drake prepared the SocialGrub mailing, the company’s public relations firm, Blast Marketing, sent an invitation to 500 media contacts and the company’s social media followers.

The SocialGrub mailing delivered a 40 percent open rate among Go Roma’s 12,500 e-mail club members — and by the end of the day the company had received 376 SocialGrub printouts and 115 forks.

Go Roma was founded by four partners, David Wolfgram, Russell Bry, Yorgo Koutsogiorgas and Jeff Drake, who went on to create Forklift Brands, which also includes Boudin Bakery. They opened the first Go Roma location in Warrenville, Ill., in 2004 and keep guests coming back with their Real. Easy. Italian. fare.