The Challenge
A regional casual-dining restaurant chain aimed to increase visit rates during the summer months, a historically slow period of time.
The Program
The restaurant launched a 9-week, limited-time-offer program designed to motivate guest visits. Each week, a different menu item was featured and provided free to loyalty program members. The featured menu items included appetizers, specialty drinks, and desserts. There were no conditions, no minimum purchase was required. Guests needed only to come in and have their member card swiped to receive the free menu item.
Success hinged on smart planning and expert execution. Paytronix’s technology enabled this
dynamic program at every step. Specifically, Paytronix:
- Set-up a campaign to handle the start and expiration of each weekly promotion
- Identified targeted loyalty program members (registered, opt-in members)
- Managed the distribution of weekly offers via email
- “Loaded” the members’ cards each week with the offer for the featured item
- Integrated the solution with the POS system to ensure a seamless redemption experience for the guests and the restaurant staff
- Tracked results with performance reporting
The Results and Financial Return
The program delivered an exceptional response and a tidy financial return.
|
Visit rates soared 25% over the control group. As the typical seasonal slump took hold, the limited-time-offer program energized participants and ramped up their visit frequency.
Significantly, each featured menu item was carefully chosen for its potential to drive complementary purchases. For example, sit-down restaurant customers will typically purchase a full meal when they redeem a specialty drink or dessert.
Best of all, the program delivered a generous 122% ROI. The revenue gain generated by the incremental visits more than offset the cost of the redemptions -- including the opportunity costs of giving away menu items that guests would have otherwise purchased.
To learn more about how Limited-Time-Offer promotions can help your business, contact us.
Download a printable pdf of this Case Study.