Restaurant tech • market expansion

Put Smooth Commerce in front of every restaurant operator ready to own their digital channel.

Smooth Commerce already solves a real problem — high-cost third-party marketplaces eating into restaurant margins. The next step is making sure the right decision-makers know it, through precision outreach and strategic brand campaigns.

Targeting & outreach Brand awareness ads Pipeline growth

What this proposal covers

Targeted outreach campaigns to reach franchise operators and multi-unit restaurant groups
Paid brand awareness ads across channels where restaurant decision-makers are active
Combined strategy to build recognition and generate qualified pipeline

Why it matters now

The restaurant tech market is crowded — brand clarity wins deals
First-party ordering demand is accelerating post-pandemic
Competitors are spending — visibility gaps cost pipeline

10+

Years in digital growthA decade of building demand generation systems for B2B and DTC brands across North America.

80+

Active client campaignsManaging outreach, paid media, and conversion infrastructure at scale.

3k+

Qualified leads per monthConsistent lead generation across verticals, powered by data-driven targeting and multi-channel strategy.

Why Just Web Agency

Service 1

Targeting & outreach campaign

A structured outreach system designed to reach franchise operators, multi-unit restaurant groups, and restaurant technology decision-makers who are actively evaluating first-party ordering solutions.

Step 1Audience research

Identify and segment high-value prospects — franchise owners, VPs of operations, heads of digital at restaurant groups — based on size, tech stack, and marketplace dependency.

Step 2Contact enrichment

Build verified contact lists using B2B data platforms, cross-referencing job titles, company revenue, location footprint, and technology signals.

Step 3Personalized sequences

Launch multi-touch outreach sequences across email and LinkedIn, with messaging tailored to each prospect's role, pain points, and competitive landscape.

Step 4Qualified handoff

Warm leads are qualified against agreed criteria and handed off to the Smooth Commerce sales team with full context — ready for a demo conversation.

Outreach details

Channels and tactics

Each channel targets a specific layer of the decision-making process inside restaurant organizations.

LinkedIn outreach

Profile-level targeting of franchise owners, operations VPs, and digital transformation leads. Connection requests, InMail sequences, and engagement-based follow-ups designed to start conversations around first-party ordering.

Email sequences

Cold and warm email sequences built around specific pain points — marketplace commission costs, customer data ownership, and loyalty program gaps. A/B tested subject lines and messaging cadence optimized weekly.

Outbound calls

Direct phone outreach to qualified prospects — franchise operators, multi-unit restaurant owners, and technology decision-makers. Scripted discovery calls designed to uncover pain points and book demos with the Smooth Commerce sales team.

Service 2

Brand awareness advertising

A paid media campaign designed to establish Smooth Commerce as the go-to first-party ordering platform in the minds of restaurant operators — before they even start evaluating solutions.

Campaign objectives

Build brand recognition among restaurant operators and franchise decision-makers
Position Smooth Commerce as the alternative to high-commission marketplace aggregators
Create consistent visibility across the platforms where operators spend their time
Establish thought leadership around first-party digital ordering, loyalty, and customer ownership

Creative approach

Messaging built around the core value: own your customers, cut marketplace fees, grow loyalty
Industry-specific creative — real restaurant use cases, operator testimonials, performance metrics
Video and static assets optimized per platform (Meta, LinkedIn, Google Display, YouTube)
Iterative creative testing with new variants every 2–3 weeks

Ad strategy

Platform strategy and audience layers

Brand campaigns work across multiple platforms simultaneously, each serving a different role in building awareness and intent.

Platform mix

LinkedIn Ads — Targeting by job title, company size, and industry. Ideal for reaching franchise owners, VPs of ops, and digital transformation leads.
Meta (Facebook & Instagram) — Broader awareness play with interest-based and lookalike targeting. Video-first creative for storytelling.
Google Display & YouTube — Programmatic reach across restaurant industry publications and YouTube pre-roll for high-impact brand messaging.

Audience layers

Cold audience — Restaurant operators who have never heard of Smooth Commerce. Broad awareness messaging focused on the problem (marketplace fees, data loss).
Warm audience — Users who have visited smooth.tech, engaged with ads, or interacted with content. Retargeted with case studies, metrics, and demo CTAs.
Lookalike/Similar — Modeled from existing Smooth Commerce customers and website visitors to reach high-propensity prospects.

Combined strategy

How outreach and ads work together

The two services are designed to reinforce each other — outreach opens doors, and brand advertising keeps Smooth Commerce top-of-mind across every touchpoint.

Targeting & Outreach

Direct, personalized contact with decision-makers
Qualified conversations handed to sales
Measurable pipeline contribution per sequence
Data feeds back into ad targeting

Brand Awareness Ads

Builds familiarity before outreach lands
Retargets engaged prospects automatically
Establishes authority across the market
Outreach engagement signals improve targeting

When prospects receive an outreach message from a brand they've already seen in their feed, response rates increase significantly. The two campaigns create a compounding effect on pipeline quality.

Team

Roles and responsibilities

Just Web Agency

Campaign strategy, audience research, and targeting architecture
Outreach sequence copywriting, deployment, and optimization
Paid media setup, creative production, and ongoing campaign management
Reporting dashboards, lead quality tracking, and weekly performance reviews
A/B testing across creative, messaging, and audience segments

Smooth Commerce Team

Sales team readiness to handle qualified leads and demo requests
Access to customer success stories, case study data, and performance metrics
Brand guidelines, product screenshots, and approved messaging for ad creative
Feedback loop on lead quality and sales outcomes to refine targeting
Subject matter input for industry-specific positioning

Success

How we measure results

Performance is tracked across both campaigns with a shared focus on pipeline quality — not just volume.

Outreach response rate

Percentage of prospects who respond positively to outreach sequences — a direct indicator of messaging relevance and targeting accuracy.

Qualified demos booked

The number of demo-ready conversations generated per month, reflecting the quality of leads entering the Smooth Commerce pipeline.

Brand impressions & reach

Total visibility across paid channels among the target audience segments — measured by unique reach and frequency within restaurant operator cohorts.

Pipeline velocity

The speed at which prospects move from first touch to qualified conversation — a measure of how effectively outreach and ads work together.

All metrics are reviewed weekly with the Smooth Commerce team, with monthly deep dives into campaign performance, audience insights, and strategic adjustments.

Thank you

We appreciate the opportunity to partner with Smooth Commerce on building a stronger market presence. The combination of targeted outreach and brand awareness advertising creates a growth engine designed to put your platform in front of every restaurant operator ready to take back control of their digital channel.

Let's connect and discuss how to get started.