Capstone – Project

7. Digital Advertising Strategies for Driving Website Traffic

A Collaboration Between

Engagement Synopsis

As the world saw in 2020, dining habits and traditional advertising has changed for good.  Convenience, price, and quality seems to be the main differentiator between dining segments.  3rd party delivery and online ordering were the highest areas of growth for Buona in 2020.  We believe there is even greater potential in these areas for the foreseeable future.

  • How would you spend a budget of $250k in paid ads, across all platforms?  The potential return on investment?
  • 3rd Party Delivery vs Company Loyalty Programs. Where should we invest marketing dollars if our goal is to increase delivery sales with limited discounting?

Learning Objectives:

  • Students will gain experience in understanding the customer. ordering experience in a fast-casual setting, including use of social media and 3rd party delivery in driving new and repeat customers.
  • Students will gain exposure to the critical nature of digital marketing in attracting and driving customer traffic and purchases.
  • Students will gain experience analyzing marketing plans.
  • Students will gain exposure to the fast-casual restaurant industry.


Company Information

CompanyBuona Restaurants
HQBerwyn, IL
StageSmall Business
Hiring PotentialFollow-on Projects

Company Overview

Buona started in 1981, originally starting as just one Buona Beef restaurant in Berwyn, Illinois. Since then, the company has grown to become much more than just one restaurant. The Buona Companies now consists of four divisions and a bustling corporate office with a warm family culture felt throughout.  BUONA RESTAURANTS -- The first, and most commonly known division of The Buona Companies. The upscale, quick-casual restaurants are famous for their award winning “Buona” Italian Roast Beef sandwiches, and they're popping up all around the Chicagoland area and now in Indiana! With 25 locations and counting, Buona is growing in both size and opportunity!

Industry Mentors

Company Admin

Candice Jordan 

[email protected]

Course Info & Engagement Details

SchoolMasters in Business Administration (MBA)
Engagement Format -
CourseMBA Interterm (SPRING 2021)
Students Enrolled120 enrolled, 3-5 students per team per project
Meeting Day & Time3/22-25/2021
Student Time Commitment30+ Hours Per Week
Company Time Commitment5+ Hours
Duration0.43 Weeks

Project Topics

Growth Strategy


Academic Mentors

There are currently no supervisors assigned.

Assigned Students


Ryan Hann

[email protected]


Molly Hiniker

[email protected]


James McClement

[email protected]


Varchasvi Varchasvi

[email protected]

Program Timeline

Touchpoints & Assignments Due Date Submission
During this program, you'll be working on a real project posed by a real industry partner. Please download, sign, and then upload the Statement of Confidentiality. If your industry partner requires an additional NDA, that will be loaded as a Project Resources
March 20th, 2021 Submission Required submission-required


Each company will provide a web conference link and time for scheduled kickoff meeting
March 22nd, 2021 Event na
Temperature Check #1 Due by 5:00 PM ET

Temperature Check #1 Due by 5:00 PM ET

March 22nd, 2021 Event na
Temperature Check #2 Due by 5:00 PM ET

Temperature Check #2 Due by 5:00 PM ET

March 23rd, 2021 Event na
Please upload your final presentations and/or any final reports you delivered to the company.
March 25th, 2021 Submission Required submission-required
Final PEER Evaluation Due

Final PEER Evaluation Due

March 28th, 2021 Event na
Final SELF Evaluation Due

Final SELF Evaluation Due

March 28th, 2021 Event na
Final Interterm Feedback Survey

Final Interterm Feedback Survey

March 28th, 2021 Event na

Key Milestones & Project Process

  • March 23, 2021 - Kick off and First Milestones 3.22.21

    Social Media overview and Get to know the brand elements:

    Instagram: 6633

    Facebook 26,148

    Twitter 11,800

    Tik Tok: 1,342

    MyBuona Loyalty program: 325,980 members




    Suggested Deliverable:

    • We want to attract a younger demographic into our locations, what are some of the food trends of this target market and what are the best tactics to capture them?
    • What kind of Paid ads, social growth and targeting would you do knowing this is the goal?
    • How can new channels of social media influence this target market to be loyal customers?
    • What are the general benefits of having a loyalty program vs investing marketing dollars in other channels?
    • What do other fast-casual chains do? How what or how would we make ours different?
  • March 24, 2021 - Milestones 2

    A Deeper Dive:


    Suggested Deliverable:

    • How would you start to divide the target market into segments of targeting for social media and loyalty programs?
    • What are some tactics/content in social ads that would capture this audience and create loyal customers?
    • How can we turn our organic social media followers into app users ?
    • How much of a 200K overall budget would you invest in 3rd party delivery vs advertising your loyalty program?
    • What do you lose or gain advertising on a 3rd party delivery service?
  • March 25, 2021 - Project 3

    Figuring out ROI’s

    Suggested Deliverable:

    • How would you start to divide the budget of 250k across social platforms and segments? How would you begin to determine your ROI on each of these segments?
    • How would you determine the ROI or success of a loyalty program?
    • How would you calculate the ROI of 3rd party delivery advertising if you would advertise?
    • Are there any digital channels we are not considering or should start to build?

Project Resources

There are no resources currently available