Attracting new diners is the ultimate goal for all restaurant chains. Restaurants handle this challenge by offering new dishes, giving discounts, or highlighting promotions around events. In a flooded market of dining choices, restaurants need to be strategic in their outreach and the marketing channels they use. For many restaurants, performance direct mail marketing offers a scientific and personal approach that yields results.
The Challenge
A multi-location restaurant wanted to gain new customers at all of its locations by layering on birthday data.
The Solution
With several different locations, the restaurant segmented its audiences per restaurant location. Using learnings from previous Postie campaigns, the restaurant targeted people with birthdays in each location with a targeted offer that created more online, pickup, and in-store orders.
The company used a perforated, plastic mailer to entice recipients to tear off the individual offers for convenience. Each tear off had a unique code, making it easy for the company to attribute success of the direct mail campaign to new visitors in their locations.
The Results
- Overall campaign Conversion Rate 5.43%, peak-location CVR 8.78%
- Overall campaign Return on Ad Spend 353.40%, peak-location ROAS 602.25%
Out of this World Results
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602.25%
Highest-Performing Locations ROAS
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8.78%
Highest-performing Locations CVR
