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

Campaign Results

0
Coupons Redeemed
$0
Total revenue generated
$0
for every $1 spent on shared mail
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Casual Dining
Industry Trends

  • 50% of consumers say dining out is an essential part of their lifestyle

  • Casual dining total US sales are $40.2 billion, up 3.6% from prior year

  • Casual dining units grew over family dining, QSR burger and pizza establishments

  • Average spending per person on food away from home reached $1,900 in 2015

Source: 2017 IBISWorld, Nation’s Restaurant News 2016 Top 100, L.A. Times

Casual Dining Industry Trends

  • 50% of consumers say dining out is an essential part of their lifestyle

  • Casual dining total US sales are $40.2 billion, up 3.6% from prior year

  • Casual dining units grew over family dining, QSR burger and pizza establishments

  • Average spending per person on food away from home reached $1,900 in 2015

Source: 2017 IBISWorld, Nation’s Restaurant News 2016 Top 100, L.A. Times

Casual Dining Restaurant Advertising Opportunities in Rural America

  • 80% of consumers are likely to try a new restaurant if they are offering a deal

  • 9 out of 10 diners looked for a restaurant deal at least once

  • Families with kids spend 42% more money on dining out than average households

  • On average, households with children make 2.4 visits to a casual dining (full-service) restaurant each month

  • On average, Millennials make 2.6 visits to a casual dining (full-service) restaurant each month, 9% more than average for other age groups

Source: RetailMeNot.com Study via AdMall 2016, Nation’s Restaurant News 6/16, Restaurant.org 2016, Prosper Insights May 2016

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

  • 74% of consumers said they specifically look for restaurant coupons and offers in their mailbox
  • 73% of frequent diners responded to an ad received in the mailbox in the last 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.

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