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 monthly

  • Include 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

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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.

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