Case Study:
Casual Dining Restaurant

Targeting frequent diners and re-targeting competitors’ clientele resulted in the highest visitation lift.

Objective

A top American casual-dining restaurant chain sought to increase foot traffic to its restaurants nationwide.

Strategy

Verve™ assisted in promoting the brand’s menu staples – beer, pizza, burgers, etc. – by targeting four distinct segments of consumers most likely to dine at the restaurant. The first two, identified based on mobile-location history and visit-behavior patterns, were focused on interest and intent: (1) beer and burger fans; (2) frequent quick-serve and casual-dining restaurant goers. The latter two had a competitive focus: competitors’ locations were geo-fenced and their diners re-targeted.

Standard and in-line banners and interstitial ad formats were served to the appropriate audience and featured brand messages, daily specials, dollar-off promotion, or free appetizer or dessert offers.

Results

  • NEARLY 30% STORE-VISIT LIFT
  • OVER 28,000 STORE VISITS
  • ABOUT $8.50 COST PER STORE VISIT
  • NEARLY 0.50% CLICK-THROUGH RATE

Targeting frequent QSR and CDR diners and re-targeting competitors’ clientele resulted in the highest visitation lift, while maintaining the lowest cost per incremental store visit, indicating that these segments drove incremental traffic in the most cost-efficient manner. The campaign also performed well against young, active Millennial audiences and a consumer demographic with higher discretionary income.

 

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