restaurant marketing

Ebook: Best Practices for Restaurant Marketing

How to Use Coordinated Media to Cost Effectively Engage Your Audience

Increase your market share with a restaurant marketing strategy that adapts to consumer behavior shifts to attract more diners. Learn how in our ebook.

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Want to learn more? Binge more restaurant marketing content below.

  • All
  • All Restaurants
  • Fast Casual
  • Pizza
  • QSR

Read our success stories to learn how other restaurant clients have increased ROI by partnering with Mspark.

Fast Casual Asian Restaurant

Objective

A local Asian restaurant with 4 locations in Texas needed a cost-effective marketing program that would increase average ticket sales and drive customer traffic.

Our Approach

  • Identified & targeted key ZIP Codes surrounding 2 locations
  • Utilized a targeted insert to engage 39,000+ households
  • Created an effective ad with attractive offers to drive response

OFFERS: 

  • $3 OFF with purchase of $15
  • $5 OFF with purchase of $25
  • $6 Student Meals
  • $20 OFF Catering of $100 or More
  • Kids Eat Free Every Thursday

The Results

$4,000

sales increase for one location

60%

sales increase during the first week for the second location

2

additional stores began using the mailbox to drive traffic

National Pizza Chain

Objective

A national pizza chain customer wanted to enhance their current print program by combining loyalty and acquisition messaging in the same mailing to save money and increase return on investment. They were also looking to increase year-over-year sales and drive more customers to their stores.

Our Approach

  • Targeted full ZIP codes within delivery area around each location
  • Created multiple consumer segments: Current Customers & Loyal Customers based on online ordering frequency, New Customers, and Potential Customers
  • Varied messages with different offers to each group utilizing the Variable Messaging Impact Postcard
  • Established a mailing frequency to maintain customer attention and stay top-of-mind

The Results

$29,497

sales increase compared to the previous month & 2,713 additional orders

179%

sales increase compared to the same promotional period the previous year & 59% increase in orders

National Quick Serve Restaurant

Objective

Objective: A national restaurant chain was looking to encourage franchise participation after a successful advertising partnership with Mspark.

Our Approach

  • Partnered with corporate to provide an affordable advertising solution
  • Encouraged franchise participation with a program for 2 consecutive in-home dates
  • Targeted the best households surrounding each restaurant location using Wraps and Targeted Inserts

The Results

$2,013

Average margin generated from one mailing.

$7.40

Gross margin generated by each coupon was $4.75 - $7.40

QSR

Objective

A regional QSR was looking to target households and drive traffic to four of their regional locations across multiple months.

Our Approach

  • Identified the client’s key geography to build out both direct mail and digital geo-fencing components of the campaign utilizing Targeted Inserts + Addressable
    Geofencing (AGF) Digital Display Ads
  • For digital, we targeted the full direct mail list with about a 98% match rate
  • The direct mail pieces dropped at the end of each campaign month. 18 digital impressions targeting the same households deployed over the course of 10 days, starting
    1-2 days before the direct mail piece hit the mailbox
  • Campaign results were tracked by monitoring website traffic, as well as foot traffic attribution at all 4 locations

The Results

360,215

impressions

0.20%

CTR 2x greater than industry average

715

website visits and 117 foot-traffic conversion

Casual Dining Restaurant Chain

Objective

A casual dining restaurant chain was seeking to increase traffic and ROI at restaurant locations.

Our Approach

  • Targeted ZIP codes based on propensity to dine out
  • Mailed a Targeted Insert to 16,685 households surrounding the location
  • Maintained consistent monthly frequency with appealing offers

The Results

200

coupons redeemed after one mailing

$5.48

in sales for every $1 spent on advertising

$5,453

ROI leading the client to recommend our solutions to their corporate office

Regional Pizza Chain

Objective

A regional pizza chain was looking to target households and drive traffic to their locations in a campaign spanning across four months.

Our Approach

  • Identified the client’s key geography to build out both direct mail and digital components of the campaign utilizing Targeted Inserts + Addressable Geofencing (AGF) Digital Display
    Ads.
  • For digital, we targeted the full direct mail list with about a 99% match rate
  • The direct mail pieces dropped at the end of each campaign month. Digital ads targeting the same households deployed over the course of the campaign, starting 1-2 days before the direct mail piece hit the mailbox.
  • Campaign results were tracked by monitoring website traffic, as well as foot traffic attribution at all locations.

The Results

12.6

Million Impressions

0.21%

CTR, 2x greater than the industry average

26k

Website visits and 15k foot traffic conversions

Pizza Restaurant

Objective

Objective: Increase Monthly ROI & Average Ticket Sales

Our Approach

  • Utilized a Targeted Insert to reach 40,000 households at the ZIP code level with strong offers:
    • $5.99 all you can eat Sunday buffet
    • $16 pizza and wings
    • $5.99 2 medium/2 topping pizzas
    • $10.99 large/1 topping/stuffed crust
    • $10 dinner box

The Results

795

Coupons were redeemed in one week, in-store and online

4%

Redemption rate over a three-week period

Regional Quick Serve Restaurant

Objective

A regional QSR was looking to target households and drive traffic to four of their regional locations across multiple months.

Our Approach

  • Identified the client’s key geography to build out both direct mail and digital components of the campaign utilizing Targeted Inserts + Addressable Geofencing (AGF) Digital Display Ads.
  • For digital, we targeted the full direct mail list with about a 98% match rate.
  • The direct mail pieces dropped at the end of each campaign month. 18 digital impressions targeting the same households deployed over the course of 10 days, starting 1-2 days before the direct mail piece hit the mailbox.
  • Campaign results were tracked by monitoring website traffic, as well as foot traffic attribution at all 4 locations.

The Results

360,215

Impressions

0.20%

CTR, 2x greater than the industry average

715

Website visits and 117 foot-traffic conversions

Pizza Hut Franchise

Objective

A Pizza Hut franchise was seeking cost-effective ways to find out more about his customers and how to best market to them to increase sales and traffic among existing customers and new customers.

Our Approach

  • Performed penetration analysis utilizing client-provided customer data​
  • Analyzed the trade area where majority of customers were located​
  • Identified key areas of opportunity using predictive data geared toward Pizza Hut​
  • Scored trade area geography to determine the best households​
  • Created an actionable mailing solution to reach new and existing customers​ utilizing the Impact Postcard

The Results

23%

ROI achieved with first mailing

26%

ROI achieved with second mailing

Casual Dining Restaurant Chain

Objective

A casual dining restaurant chain was seeking to increase traffic and ROI at restaurant locations.

Our Approach

  • Targeted ZIP codes based on propensity to dine out
  • Mailed a Targeted Insert to 16,685 households surrounding the location
  • Maintained consistent monthly frequency with appealing offers

The Results

200

Coupons redeemed after one mailing

$5.48

Received in sales for every $1 spent on advertising

$5,453

Return on investment

Local Pizza Restaurant

Objective

  • Operating since 2016, this local pizza restaurant was looking to increase their sales during the summer months. Summers are traditionally slower for their business, and they wanted to supplement by establishing brand loyalty with new movers in the area.

Our Approach

  • First, we identified the client’s key geography. Next, utilizing our primary data sources that update daily, we set up a one-month test with our integrated new mover marketing program.
  • Our fast-to-market trigger-based new mover postcard reached consumer’s mailboxes within 2-3 days of move-in when they were quickly making purchase decisions. We integrated and deployed addressable geo-fencing digital display ads targeting the same households, starting 1-2 days before the direct mail piece hit the mailbox.
  • We tracked the success of the campaign by monitoring website traffic, as well as foot traffic attribution.

The Results

447

new movers targeted the first month

38

foot traffic conversions

66

website visits

$3

return for every $1 spent

0.64

CTR, 6x greater than the industry average

01 11

Ready to grow your restaurant or pizza business?

If you have any questions about how our integrated advertising solutions 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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