Restaurant Direct Mail Success Story

Restaurant Direct Mail Success Story

Customer Objective

A national fast casual chain wanted to maintain and gain back market share in a tough economy.

Campaign Strategy

  • Utilize barcoded Impact Postcard around locations

  • Collect data from restaurant’s point of sale (POS) system

  • Analyze who their customers are, where they’re coming from and what offers they respond to

Campaign Results

Direct mail is a proven method to grow your customer base.

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Restaurant Industry Trends

As you create a restaurant marketing strategy amid the ever-evolving landscape of COVID-19, responding to consumer uncertainty and understanding behavior shifts can help you create a solid plan to attract diners to restaurants of all types, from quick serve restaurant (QSR) to fast casual to casual dining. Here are some stats to consider in shaping your restaurant advertising campaign during COVID-19.

  • Competition is higher than ever: 30% of consumers said they’ll spend less dining out.

  • 32% of consumers plan to stick to a firm budget

  • 25% of consumers will be more price conscious when buying food

  • During the COVID-19 pandemic, takeout dining increased 72%, while delivery increased 62% in the U.S.

Sources: Prosper Insights & Analytics Monthly Consumer Survey, Restaurant Business Online, Nations Restaurant News.

Visit our resource page for restaurant and pizza customers for more blog posts, success stories, and more information to inform your marketing strategy.

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Restaurant Industry Trends

As you create a restaurant marketing strategy amid the ever-evolving landscape of COVID-19, responding to consumer uncertainty and understanding behavior shifts can help you create a solid plan to attract diners to restaurants of all types, from quick serve restaurant (QSR) to fast casual to casual dining.

Here are some stats to consider in shaping your restaurant advertising campaign during COVID-19.

  • Competition is higher than ever: 30% of consumers said they’ll spend less dining out.

  • 32% of consumers plan to stick to a firm budget.

  • 25% of consumers will be more price conscious when buying food.

  • During the COVID-19 pandemic, takeout dining increased 72%, while delivery increased 62% in the U.S.

Sources: Prosper Insights & Analytics Monthly Consumer Survey, Restaurant Business Online, Nations Restaurant News.

Direct Mail’s Influence on Restaurant Customers of all Types

Ads in the mailbox offer a great way to promote awareness of your business and highlight your services while targeting your best potential customers.

  • 74% of consumers said they specifically look for restaurant coupons and offers in their mailbox.
  • 66% of frequent diners responded to an ad received in the mailbox in the last 12 months.
  • 75% of fast food lovers said an ad or coupon in their mailbox led them to take action in the past 12 months.
  • If a restaurant is nearby, 70% would visit the restaurant with a coupon versus their favorite.
  • When deciding which restaurant to visit, 54% visit the restaurant to which they have coupons.

Sources: Valassis “Defining the Coupon and Value Restaurant Consumer” study, conducted by Technomic, Oct. 2018; Prosper, Defining the Coupon & Value Restaurant Consumer Study (2019); AdMall AudienceSCAN 2019

Adding a direct mail component will greatly increase your overall multi-channel campaign results:

  • It takes 7-13 touches by at least 3 media channels to impact a consumer to take an action.

  • Print provides +38% lift over TV alone; a combination of TV+Print lifts purchase intent +113% over TV alone.

  • TV is a great awareness vehicle but is highly cluttered and fragmented. Additionally, 88% of viewers are on another device while watching TV.

  • Digital is a highly targetable vehicle, but ad recall is low at 10.4 and CTRs ranging an average of 0.47% – .69%.

  • Campaigns achieve a 39% lift in awareness when print is integrated with digital vs. single media campaigns. When print is paired with digital media, a 30% lift in response is achieved.

Sources: Prosper, Defining the Coupon & Value Restaurant Consumer Study (2019); Strategic America, 2018; Nielsen Q2 2018 Total Audience Report; Onedevice Research; AdStage “Paid Media Benchmark Report” May 2020; retailtouchpoints.com, Canada Post Neuroscience Report

How Do I Find My Best Restaurant 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.

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.

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