Casual Dining Restaurant Direct Mail Success Story
Casual Dining Restaurant Direct Mail Success Story
Customer Objective
A national casual dining restaurant chain wanted to utilize shared mail to increase customer traffic and sales to their locations. They wanted to be able to track offers and redemptions for a full sales analysis.
Campaign Strategy
Analyze customer data to identify key ZIP Codes with historically high redemption, within a 20-minute drive time, high casual dining propensities and number of competitors
Utilize Impact Message Postcard
Track redemptions at the household level using unique barcodes and, variable coupon codes
Include strong traffic-driving offers such as:
- BOGO 50% off
- $5 off $15
- $8 off two adult entrées
Implement plan for 12 months of advertising and tracking to establish frequency and keep their name in front of their customers
Casual Dining
Industry Trends
More than half, or 51%, of consumer spending on food in the United States is allocated to restaurants, compared to 1955 when that was 25%.
Gen Z, consumers born from 1995 to 2012, love to dine out. In fact, these consumers made 11 billion restaurant visits to restaurants in the year ended July 2019. They now represent 24% of total foodservice traffic.
U.S. full-service restaurant sales was predicted to reach a record high of $285 billion in 2019, up 3.8% over the previous year, according to a report released by the National Restaurant Association.
40% of Baby Boomers, consumers age 55 – 73, say they are not dining out on the premises at restaurants as often as they would like. 45% said they are not purchasing takeout or delivery as often as they would like.
Sources: Nation’s Restaurant News 2019, National Restaurant Association National Household Survey 2019
Casual Dining Industry Trends
More than half, or 51%, of consumer spending on food in the United States is allocated to restaurants, compared to 1955 when that was 25%.
Gen Z, consumers born from 1995 to 2012, love to dine out. In fact, these consumers made 11 billion restaurant visits to restaurants in the year ended July 2019. They now represent 24% of total foodservice traffic.
U.S. full-service restaurant sales was predicted to reach a record high of $285 billion in 2019, up 3.8% over the previous year, according to a report released by the National Restaurant Association.
40% of Baby Boomers, consumers age 55 – 73, say they are not dining out on the premises at restaurants as often as they would like. 45% said they are not purchasing takeout or delivery as often as they would like.
Sources: Nation’s Restaurant News 2019, National Restaurant Association National Household Survey 2019
Casual Dining Restaurant Advertising Opportunities in Rural America
On average, adults age 25-34 living outside metropolitan areas make 2.4 visits a month to a casual dining (full-service) restaurant.
Families with kids living outside metropolitan areas spend 11% more on dining out at restaurants than the average adult in the United States.
35% of rural households say coupons influence their dining out purchases.
Sources: Prosper Insights & Analytics, 2019
How Do I Find My Best Rural Casual Dining Customers?
Our Consumer Analytics team are highly skilled in the science of micromarketing. What does that mean? Micromarketing is another way of saying that we develop a marketing strategy in which your direct mail advertising efforts are focused on a small group of highly-targeted customers. This gives your message the best chance possible to be seen by the right customers at the right time.
Direct Mail’s Influence on Casual Dining Customers
- 66% of frequent diners responded to an ad received in the mailbox in the last 12 months.
- 53% of Mother’s Day diners responded to an ad received in the mailbox in the last 12 months.
- According to the 2018 Data and Marketing Association Response Rate Report, average direct mail response rates come in at 9% for a house list and 5% for a prospect list. This is nearly double the response rates reported in 2017 and a testament to how data and precision targeting can produce better results with campaigns.
Sources: AudienceSCAN 2019, 2018 ANA/DMA Response Rate Report
