Quick Serve Restaurant Direct Mail Success Story
Quick Serve Restaurant Direct Mail Success Story
Customer Objective
Milo’s Hamburger, a regional QSR chain, turned to shared mail to create awareness of a new location in the marketplace and build loyalty after a post grand opening event.
Campaign Strategy
Develop a 3-month Grand Opening marketing plan
Identify key geography for mailing
Utilize the Impact Postcard to reach 30,224 households around the
store monthlyInclude strong traffic-driving offers such as:
- Free burger combo (all day offer)
- Free grits bowl combo (breakfast hours only)
- BOGO free chicken tender meal (all day offer)
Campaign Results
“We learned through shared mail that if the offer is strong enough, consumers will come. We only expected an average return of 3%.
When it jumped to 16%, we were amazed!”
– Milo’s Franchisee Owner
Quick Serve Restaurant
Industry Trends
Fast food remains a favorite among rural consumers who appreciate convenience. Rural fast food diners are generally not thinking about health when they choose fast food, which is good considering urban consumers are abandoning fast food chains in favor of trendier and healthier options.
Here are some more stats around QSR industry trends for the past year.
Total industry revenue is $228 billion
Annual growth from 2011 to 2016 is at 2.7%
There is a total of 295,321 fast food restaurants in the United States
Over the past five years, the QSR industry has struggled with consumer preferences moving away from unhealthy foods and a saturated food service landscape that has kept prices low
While heavy competition from other segments in the food services sector has forced fast food operators to emphasize low prices in a continuing battle to attract consumers, steady consumer spending has softened revenue losses over the period
Sources: IBISWorld 2017
Quick Serve Restaurant
Industry Trends
Fast food remains a favorite among rural consumers who appreciate convenience. Rural fast food diners are generally not thinking about health when they choose fast food, which is good considering urban consumers are abandoning fast food chains in favor of trendier and healthier options.
Here are some more stats around QSR industry trends for the past year.
Total industry revenue is $228 billion
Annual growth from 2011 to 2016 is at 2.7%
There is a total of 295,321 fast food restaurants in the United States/p>
Over the past five years, the QSR industry has struggled with consumer preferences moving away from unhealthy foods and a saturated food service landscape that has kept prices low
While heavy competition from other segments in the food services sector has forced fast food operators to emphasize low prices in a continuing battle to attract consumers, steady consumer spending has softened revenue losses over the period
Sources: IBISWorld 2017
Quick Serve Restaurant Advertising Opportunities in Rural America
50% of consumers say dining out is an essential part of their lifestyle
80% of consumers are likely to try a new restaurant if they are offering a deal
While business at limited-service restaurants remains fairly constant, there is a noticeable increase in May, July and August for QSR operators, perhaps coinciding with the travel season
Rural fast food diners are usually not eating by themselves like their urban counterparts are more likely to do – They are bringing kids and friends with them
Source: AdMall 2017
How Do I Find My Best Rural QSR 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 Quick Serve Restaurant Customers
- 74% of consumers said they specifically look for restaurant coupons and offers in their mailbox
- 43% of fast food lovers said an ad or coupon in their mailbox led them to take action in the last 30 days – This jumps to 75% for the past 12 months
- According to the DMA, direct mail response rates are on the rise – last year average response rates were at 5.3% – a 43% increase from the previous year and the best it’s been in the last 13 years
Source: AdMall 2017, AudienceSCAN 2017, 2017 DMA Response Rate Report
Do You Have Any Questions About How Direct Mail Can Grow Your Business?
If you have any questions about how direct mail can grow your business, we would be happy to answer them. You can call us at 877-620-6283 or select GET STARTED TODAY to fill out our form.