Facebook Messenger Chat Bot Case Study: Casual Restaurant in Dallas

Facebook Messenger Chat Bot Manychat Funnel Casual Restaurant case study retail food marketing hospitality

Here is a Facebook Messenger Chat Bot Case Study on project completed for Poke Bop, a Dallas, TX Sushi / Hawaiian Asian Fusion Eatery. Here is a link to the bot for you to try out: https://www.messenger.com/t/pokebop

Poke Bop Dallas Sushi Restaurant Hawaiian Japanese Asian Fusion Eatery Lakewood Oak Lawn

One of the key reasons that restaurants, cafes, eateries, gastropubs, and diners should use Facebook Messenger bots is that there are over 1 Billion active users on the platform. While email can be a powerful marketing channel when used properly, chat bots generally get quadruple (4x) open rates (80% vs. 20%) and decuple (10x) click-through rates (10-30% vs. 1-3%) more than email.

A few goals that fast casual food establishments should focus on include:

  1. Automating / Streamlining Take-out and Delivery Orders
    1. In this case, they were already using Chow Now to handle pick-up orders, so I simply had to link to that.
    2. They didn’t offer delivery, so we provide links to 3rd-party food delivery apps such as DoorDash and GrubHub.
  2. Building a list of chat subscribers
    1. Even if leads do not complete a sequence, they can still be broadcast to at a later time (with certain restrictions).
    2. In the process of running these campaigns, the business also benefits from building their Facebook Page as well.


To start, I mapped out a simple funnel to illustrate what traffic goes in to the Messenger sequence, and where it will then lead to.

Restaurant Chat Bot Funnel on Facebook Messenger case study ManyChat marketing Case Study

Here is also a video explanation of the above graphic:

We used links pointing to the location’s respective web URL listing for each delivery service.

To build the logic for the bot, I used Manychat.

For the ad, we initially started with a carousel Facebook ad with a mixture of photos and one slideshow video.

One of the keys for any type of restaurant marketing is a library of high-quality photos & videos showing food menu items.

Poke Bop Dallas Sushi Bowl Hawaiian Japanese Cuisine Asian Fusion Food Lakewood Oak Lawn

If you don’t have any videos, you can create a slideshow video within Facebook ads using your existing photos. You can also add music and subtitles to the video.

Having your restaurant featured on a local television station helps, too:

Poke Bop's Sushi Donut Featured on Good Morning Texas WFAA w/ Shannon Hart

In case you missed it, we were on Good Morning Texas last week demonstrating our signature sushi donut!

Posted by Poke Bop on Thursday, March 15, 2018

The goal of the ad was for viewers to send a facebook message to begin the chat primary flow.

On their website, we had a web plugin with the prompt “Looking for Poke Bop Delivery”?, which takes them directly to a delivery sub flow (there is already a to-go button for Chow Now).

After running the gift card giveaway contest (which leveraged the comment-to-message growth tool), we followed up with a promotional broadcast, using the “+1” in the Facebook Messenger’s “24+1” rule in conjunction with email and social media campaigns. Here are the results:

Restaurant email marketing campaign results case study open rate

Email Campaign results (as a control group & comparison)

Manychat facebook messenger chat bot promotion broadcast results restaurant case study

Promotional broadcast results

As you can see, the open rate of the messenger broadcast was double/triple of what the email marketing open rates were.

What to keep in mind when creating food & restaurant chat bots:

  • You can’t include any variable fields, such as {{first_name}}, when creating Facebook ads JSON code to use in the Messenger ad.
  • For the web plugin, I modified a duplicate of the primary flow and only included the dialogue options for delivery. This is due to the face that since web visitors already have access to both the info and to-go order service, there was no need to those in this particular sequence.
  • You will need a compelling offer in order to drive engagement and acquire new subscribers.
  • If you haven’t already, you should add a Facebook pixel to your business’s website. This will provide you with both analytics and conversion tracking
  • Building a chat bot from scratch requires forethought into the user experience (UX). Take cues from other bots or services that you’ve loved (or disliked) and try to incorporate some of those elements into your bot.
  • You only get 1 promotional message outside of the last 24 hours that a user has engaged with your bot. After that, you are then limited to indirect, subscription messages.

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