Case Study 10
A casual dining steakhouse achieves increased frequency and positive ROI.
Challenge:
Marketers for a casual dining steakhouse were concerned about an increase in the length of time between customer visits.
Solution:
Offer strategy was the primary solution for the client along with geographical targeting of businesses within a defined area of each restaurant. Due to the poor economy and lagging repeat visits, the solution was to saturate the market with one multiple-use offer that would encourage repeat visits. Nearby workers received a coupon with a tear-off card that would easily fit into a wallet and provided a set discount that could be used over a stated period of time.
Results:
The client reported that this program drove a greater redemption percentage than previous marketing programs that focused on a one-time dollars-off offer. Despite the less aggressive percentage-based offer, the client experienced increased frequency and a return that was four times greater than the investment.
