Case Studies

Restaurants

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Read our restaurant marketing case studies showcasing how our solutions help restaurants succeed.

National Quick Serve Restaurant

Objective

Objective: A national restaurant chain was looking to encourage franchise participation after a successful advertising partnership with Mspark.

Our Approach

  • Partnered with corporate to provide an affordable advertising solution
  • Encouraged franchise participation with a program for 2 consecutive in-home dates
  • Targeted the best households surrounding each restaurant location using Wraps and Targeted Inserts

The Results

$2,013

Average margin generated from one mailing.

$7.40

Gross margin generated by each coupon was $4.75 - $7.40

Quick Service Restaurant

Objective

A quick service restaurant chain was looking to drive coupon redemption.

Our Approach

  • Targeted ZIP codes specific to the client’s store location in an effort to eliminate overlap with other restaurants
  • Utilized 6 strong coupon offers with the Impact Postcard

The Results

$4

In sales for every $1 spent on advertising

547

Coupons redeemed

Regional Quick Serve Restaurant

Objective

A regional QSR was looking to target households and drive traffic to four of their regional locations across multiple months.

Our Approach

  • Identified the client’s key geography to build out both direct mail and digital components of the campaign utilizing Targeted Inserts + Addressable Geofencing (AGF) Digital Display Ads.
  • For digital, we targeted the full direct mail list with about a 98% match rate.
  • The direct mail pieces dropped at the end of each campaign month. 18 digital impressions targeting the same households deployed over the course of 10 days, starting 1-2 days before the direct mail piece hit the mailbox.
  • Campaign results were tracked by monitoring website traffic, as well as foot traffic attribution at all 4 locations.

The Results

360,215

Impressions

0.20%

CTR, 2x greater than the industry average

715

Website visits and 117 foot-traffic conversions

Casual Dining

Objective

A casual dining restaurant was looking to maintain and gain back market share in a tough economy.

Our Approach

  • Utilized barcoded Impact Postcard around locations
  • Collected data from point-of-sale system
  • Analyzed who their existing customers were, where they came from, and what offers they responded to

The Results

123%

Customer penetration growth after 2 mailings

179%

Customer penetration growth after 3 mailings

Casual Dining Restaurant Chain

Objective

A casual dining restaurant chain was seeking to increase traffic and ROI at restaurant locations.

Our Approach

  • Targeted ZIP codes based on propensity to dine out
  • Mailed a Targeted Insert to 16,685 households surrounding the location
  • Maintained consistent monthly frequency with appealing offers

The Results

200

Coupons redeemed after one mailing

$5.48

Received in sales for every $1 spent on advertising

$5,453

Return on investment

National Fast Casual Chain

Objective

A national fast casual restaurant chain wanted to increase foot traffic to its locations.

Our Approach

  • Analyzed customer data to identify key ZIP codes with historically high redemption, within a 20-minute drive time, casual dining propensities, and number of competitors
  • Utilized the Impact Postcard with strong offers and variable coupon codes to track redemptions at the household level

The Results

63,120

Of the households mailed redeemed coupons

$2.1

Million total revenue generated

$7.26

In sales for every $1 spent on advertising

Did you know: 66% of diners have tried a new restaurant based on an ad they received in the mail. Our integrated Boost solutions work synergistically to lift response rates by up to 118% and conversion rates by up to 28%.  Learn more about the latest restaurant marketing trends and advertising opportunities on our restaurant page.

Sources: 2020 AudienceSCAN®, Millward Brown Print Campaign Analysis, Simplifi

We work with leading fast casual dining and quick serve restaurants across the U.S. 


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