“Our profit margins run between 15% and 20%, and that’s because we’ve built a well-oiled machine that focuses on consistency in both the product and our marketing efforts.”
Bret Frimmel
Owner of Uncle Sam’s
Numbers
The impact of adopting Chowly’s Off Premise Platform is evident in the following performance metrics:
15-20% consistent profit margin
despite rising labor costs and operational challenges.
27% email open rate
exceeding the 22% industry benchmark.
54,564 (149% increase in the past 3 years)
The number of email subscribers Uncle Sam's reaches monthly through Chowly Digital Marketing.
44,076 (3X growth in the past 3 years)
The number of social media followers Uncle Sam's reaches monthly across Facebook and Instagram through Chowly Digital Marketing.
Introduction
Bret Frimmel, owner of Uncle Sam’s, has been a fixture in the Phoenix restaurant scene for over 45 years. Taking over the family business at just 18, he has since grown Uncle Sam’s into a beloved local institution known for its consistency in both food and service. Specializing in East Coast-style pizza and sandwiches, Uncle Sam’s uses only the highest quality ingredients, making everything by hand and to order. With two locations offering dine-in, online ordering, and catering, the restaurant is deeply rooted in the community, supporting local youth sports and fostering multiple generations of long-standing customer relationships.
Over the past 2-3 years, Bret has partnered with Chowly to optimize his digital marketing efforts, helping maintain the restaurant’s visibility in an increasingly competitive landscape. Through targeted email marketing campaigns, Bret has continued to attract new customers while managing rising costs. Bret is committed to running a profitable business that serves the community with dedication and consistency.
“We keep things light, entertaining, and focused on what customers enjoy. That’s what it’s all about—making sure people look forward to what you send them.”
Bret Frimmel
Owner of Uncle Sam’s
Challenges Faced
Bret has faced several challenges as the restaurant industry evolved, including rising labor costs, the complexities of digital marketing, and adapting to modern consumer habits. Though his restaurant has a loyal customer base, Bret found it increasingly difficult to reach new audiences through traditional methods like mailers and in-store promotions.
Additionally, increased labor costs and a shifting employee work ethic posed operational challenges, making it harder to maintain profitability. Bret needed a way to sustain the restaurant’s success without overspending on marketing or losing the connection with his core customers.
“I believe people come to Uncle Sam’s to enjoy themselves and be entertained. Our emails need to make them laugh or smile, not just show a burrito wrapped in tin foil.”
Bret Frimmel
Owner of Uncle Sam’s
Solution
Chowly Digital Marketing helped Uncle Sam’s embody its America-themed, playful, and irreverent brand voice through highly effective email marketing campaigns. These emails not only captured the essence of the brand but consistently resonated with customers, driving open rates above and consistent with industry benchmarks. Through targeted, value-driven campaigns, Uncle Sam’s was able to engage its audience, leading to higher customer engagement.
Uncle Sam's email open rates are above the
22% industry benchmark
38.7% open rate
National Eat A Hoagie Day email campaign from
09/14/23
09/14/23
36% open rate
President’s Day email campaign from
02/19/24
02/19/24
Beyond email, Uncle Sam’s social media performance saw substantial growth: Instagram clicks and views significantly increased in the past 12 months, and Facebook Page stats reflected higher engagement and impressions.
This combined strategy allowed Uncle Sam’s to stay visible and connected with its community while maintaining its core values of consistency and authenticity. Ultimately, Uncle Sam’s continues to thrive, attracting both loyal customers and new visitors.
