Driving Awareness and Sales for Dos Mares Through Strategic Direct Mail
As a new restaurant entering the Fort Worth dining scene, Dos Mares needed to build brand awareness while encouraging first-time guests to experience the restaurant. J.O. Agency developed a targeted direct mail campaign designed to introduce the brand, drive immediate traffic, and generate measurable sales.
J.O.’s Strategic Vision
- Increase awareness among affluent Fort Worth residents within Dos Mares’ primary trade area
- Drive first-time visits through a compelling introductory offer
- Create measurable return on investment through tracked gift card redemption
- Position Dos Mares as a new dining destination while encouraging repeat business
J.O.’s Creative & Production Approach
Rather than relying solely on digital advertising, J.O. Agency created a highly targeted direct mail campaign centered around a premium gift card experience. The team:
- Identified and mailed 10,000 custom $20 Dos Mares gift cards to carefully selected Fort Worth households
- Designed a premium mail piece that reflected the restaurant’s upscale brand
- Established a six-month redemption window to encourage visitation while allowing guests flexibility
- Created a campaign that not only generated immediate traffic but also introduced thousands of potential customers to the Dos Mares brand
- Designed and produced 10,000 personalized $20 gift cards
- Managed targeting, printing, and direct mail distribution
- Coordinated campaign timing for an April 2026 launch
- Tracked redemption activity and resulting sales throughout the campaign
IMPLEMENTATION
RESULTS & METRICS
- 10,000 gift cards mailed
- 283 gift cards redeemed
- $5,660 in promotional value redeemed
- $42,079.50 in tracked restaurant sales generated
With nearly three months remaining before the September 30 expiration date, the campaign continues to generate new customer visits and revenue. Beyond measurable sales, Dos Mares experienced significant brand awareness throughout Fort Worth, with guests frequently mentioning they had received the gift card and planned to visit.
The campaign demonstrates that when paired with thoughtful targeting and a compelling offer, direct mail remains one of the most effective ways to introduce a new restaurant to the market while delivering measurable return on investment.