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CASE STUDY

How A-Z Barbecue gained control
over their
marketing data and performance

A-Z Barbecue serves more than 500k people a year with their barbecue services.
Customer
A-Z Barbecue
Industry
Food & Drinks
E-commerce platform
Magento

A-Z Barbecue's story

A-Z Barbecue started when in 1986, Jack Willems decided a future in the family farm business was not for him. Instead, he pursued to learn the Butcher's trade and slowly but surely built a local catering business for himself.

Looking for new catering jobs, Wil decided to advertise in weekly magazines and picked a company name that would always put him on top of the alphabetical orders in those magazine; A-Z Barbecue was born.

Today, the company has online stores in multiple countries, annually serves more than 500k people with their barbecue services and runs it’s complete supply chain in-house from Kronenberg in the Netherlands. Jelle, Wil’s son, has been working in the family business since his childhood and has fulfilled nearly every role possible. Currently, Jelle is on a mission to fulfill his childhood dream of building out the company his father started.

Challenges

  • Relying on external performance reports
    With a small and specialised in-house marketing team, A-Z Barbecue was relying on freelancers and agencies to report on marketing performance
  • Inconsistent revenue attribution
    The different marketing platforms A-Z Barbecue advertises on each claim revenue which does not add up to the revenue actually generated in the stores
  • Spending time connecting the dots
    On a daily basis, Jelle and his team were spending valuable time looking at data in different tools and connecting the dots of their business

The solution

So it became time to take the next step in tracking & analytics for A-Z Barbecue.

After implementing Eyk, Jelle and his team have a fully first-party tracking & analytics setup that allows them attribute revenue reliably, have all their performance data in one, easy to use cockpit and run segmentations with the click of a button to feed into new campagnes. 

Not only does this provide A-Z Barbecue with the ability to make better marketing decisions, it also empowers the team and its external specialists to craft a more thorough marketing strategy and experiment with confidence.

The results

Since using Eyk, Jelle and his team at A-Z Barbecue have experienced increased control and more support for their decisions. Over time, the team has seen an increased average order value (AOV) and a 20% decreased ad spend to achieve the same revenue numbers, which results in less operational pressure and more room for growth.

"

The fact that Eyk is truly first-party and I control everything,
gives me a powerful feeling as entrepreneur

"

The future

Jelle is excited about the future for A-Z Barbecue. “With a focus on healthy growth and ongoing strong results, we will invest more in branding and sponsorships, as well has scale up our loyalty programs for existing customers.” Says Jelle.

Eyk has made my team and me less dependent on others to know how the business is doing and where investments should be made.

Jelle adds: “The fact that Eyk is truly first-party and I control everything that is happening in the platform gives me a powerful feeling as entrepreneur. I feel ready for the future!”

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