Mici Handcrafted Italian Back

Challenge

Mici Handcrafted Italian restaurants are a group of eateries all family-owned and operated by the Micelis. As their locations expanded and their “family” of customers grew, there was a need to increase awareness of the Mici loyalty program, grow catering revenue with an automated ordering platform and streamline overall marketing efforts with consistent branding in all four restaurant locations.

Mici interior sign

Results

Mici is all about family, and that’s what makes them popular with their clientele. We capitalized on this with the creation of the “Family Table” loyalty program, gaining traction through inbound marketing, social media and in-store signage. Membership in the Mici loyalty program has increased by over 100% since promotion of the “Family Table” began, and web traffic increased 30% from December 2015 to December 2016. We then developed a fully responsive, customized “Catering Concierge” and integrated it directly with the Mici website for easy catering ordering. At Watermark, we really are part of the Mici “family”—providing them with full inbound marketing, advertising and website support.