Successful QSR marketing often means testing and reevaluating tactics to see what drives results and delivers the highest return on your advertising investment.

A quick-service pizza restaurant partnered with Mspark to test the impact of integrated print + digital marketing campaigns targeting the nearest and farthest households within a 5-mile radius of their location, compared to those only receiving printed mail advertising.

We created the campaign audience by targeting households within a 5-mile radius of the store location.

• The nearest 25% of households (82,116) received coordinated mailed ad inserts along with 1.4 million digital impressions.
• The farthest 10% of households (32,290) located farthest away (within a 5-mile radius of the store location) received mailed ad inserts as well as 622,018 digital impressions.
• The remaining 65% of households (221,536) served as the control group and only received printed ads in the mail.

Results:

The combined group receiving print + digital advertising yielded a 13% clickthrough rate, 30% higher than the client benchmark of 10%, and averaged 3.5 days to convert.

• The closest 25% of households produced 1,181 website visits, 564 store visits, and 361 new visitors.
• 10% of households located farthest away from the restaurant location produced 824 website visits, 268 store visits, and 159 new visitors.
• The control group, which received only printed ads in the mail, yielded 2,869 store visits, 1,993 new visitors and averaged 5 days to convert.

View the full case study below:

Key Takeaways for QSR Marketing Campaigns: 

Attract customers to your restaurant locations simply and cost-effectively with targeted shared mail inserts. Effective targeting ensures you reach your most valuable customers or prospects, making the most of your advertising investment. Learn more about how targeting works.

Increase Engagement with High-visibility, Targeted Inserts in the Mailbox

• 64% of consumers surveyed said direct mail has inspired them to take action, such as visiting a website or a physical store.¹
• 27% of consumers visited a retail location to see a product in person after receiving direct mail.¹

Mspark’s mail and digital solutions offer a more effective way for restaurant marketing campaigns to reach consumers in their target markets.

Boost Your Marketing Campaign Performance with Coordinated Exposure Across Print and Digital Channels

• 60% of consumers are prompted to online activity after receiving direct mail.²
• Digital advertising + mail can increase response rates up to 450% and increase conversion rates up to 28%.³

Learn more insights for engaging customers in our Restaurant eBook. Click “get started” below to connect with an expert to plan your strategy.

Source: Porch/LOB 2023¹; SG360 The Future of Direct Mail²; US Modern Postcard, Direct Mail Statistics 2023³