Casual Dining Restaurant Chain
The perfect recipe for unrivaled ROAS.
Expertise
Audience, Digital
Industries
Foodservice, Hospitality
A casual dining restaurant chain with 130+ locations in 18 southern and midwestern states had multiple goals across a diverse set of customers. With first-party data and Audience Science™, we helped them exceed both in-store and for online orders.
2.54
ROAS from online orders
$1.91
total cost per visit
+26800
total store visits
THE CHALLENGE
Many goals. One plan of attack.
This casual dining restaurant chain had a lot on its plate:
- Grow inside restaurant traffic and sales
- Drive revenue from delivery apps and curbside purchases
- Optimize opportunities to expand products and services all at once
We brought a unique solution to the table. Our Audience Science approach focused on identifying and defining the highest-value dine-in and curbside customers.
How did they behave? Which types of media do they prefer? What motivates them? Our team tailored multichannel strategy and creative messaging from these individual details to speak directly to each person.
THE STRATEGY
Know the markets that can power sales potential.
Our unique Audience Science approach layered data from several sources, including first-party data, data from our agency data platform, and location-based quad analysis.
Our quadrant analysis defined four types of markets based on current performance and future potential. Our analytics and tracking framework aligned results with the quad analysis for further optimization.
This market-specific approach guaranteed that media spending was precisely allocated, eliminating unnecessary ad waste. Focused on high-potential markets, we went all in with a multichannel strategy and full-funnel mix. The highest-value customers in markets with less potential received a modified, lower-funnel focus, ensuring business objectives were prioritized instead of the publisher algorithm.
THE SOLUTION
A sharp focus on high-value customers eliminated ad waste.
Market analysis, first-party data, and audience development and segmentation all aligned to deliver unprecedented ROAS. Detailed messaging that personalized the brand experience for each audience profile ensured we exceeded in-store and online goals for curbside pick-up.
“This focus gives us sharper points on what we want to do.”
– Chief Concept Officer
Intelligent analysis and personalization ensured the subtle differences between dine-in and curbside customers could come to the forefront, allowing the casual dining restaurant chain to ignite action within their highest potential markets and customers. As motivating calls-to-action spoke to the right audience, consumer mindset, and market potential, business growth goals were achieved one by one.
THE RESULTS
The perfect recipe for optimal ROAS.
From increasing in-store visits to optimizing online orders, our Audience Science™ approach unlocked the best strategy for this esteemed casual dining restaurant chain.
This approach allowed us to craft tailored multichannel strategies and precise messaging that resonated with the individual. By placing a laser-focused emphasis on high-value markets and eliminating ad waste, we served up a delightful plate of unprecedented ROAS.
We met and exceeded in-store and online curbside pick-up goals with a blend of intelligent analysis and personalization. This meticulous approach ensured that every penny spent ignited action within the right markets and people.
2.54
ROAS from online orders
$1.91
Total Cost Per Visit
26.8K
Total Store Visits
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