Case Study: The Halfway Cafe

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The Halfway Cafe

“MBA Team, Inc. took charge of something that once was under-utilized and is now a valuable part of our marketing program.”

John Grasso, Owner, The Halfway Cafe

The Halfway Cafe is a family own and operated restaurant with locations in Dedham, Watertown and Marlboro. The owners wanted to leverage e-mail communications and new technology to advertise a promotional campaign to their customers. Understanding that this was an under-utilized area of marketing they turned to Massachusetts based MBA Team, Inc. for web design and application development to create the technology needed for this campaign.

MBA Team, Inc. created a new and improved website for the Halfway Cafe complete with an opt-in e-mail promotional marketing tools and a back end system for customer relationship management. The Halfway Cafe website ( now has some great new features including games and content management tools.

The new site includes:

  • An Online Scratch Ticket with cool sound effects that lets website visitors take a chance at winning a free gift certificate. The Halfway Café can control the odds of winning and as well as the number of scratches visitors are allowed. Users must register to play and also participate in The Halfway Cafe’s Monthly Food and Fun campaign.
  • Automated birthday e-mail offers. Visitors can subscribe to the Halfway Cafe Food and Fun Campaign. Their e-mail address and birthday are captured and the new Halfway Cafe system sends out automated e-mail messages to people on the month of their birthday.
  • E-mail Management and communications: In addition to the online e-mail and scratch ticket system, the Halfway Cafe can collect email addresses at their three restaurant locations and enter them online from a password-protected area. The Halfway Cafe marketing team can use the system to send announcements to its list of almost 4000 subscribers. Marketing data can be downloaded to a file and used in other software applications.
  • Photo Gallery Management – The Halfway Cafe can now manage its online picture gallery and e-mail communications in a safe and cost effective manner.

With these new tools the Halfway Cafe can leverage e-mail communications and promotional marketing tools to increase sales and overall customer satisfaction and loyalty.