Vertical: Quick-Service Restaurants (QSR)
A QSR client was faced with uncertainty as the pandemic hit the United States in March 2020.
Most of their franchised-owned stores had 50%+ decrease in traffic and sales in the second half of March.
Coegi was tasked with coming up with a flexible media strategy to address the new dynamic.
Given the limited budget from a challenger brand in the category, we focused specifically on the QSR’s most loyal customers, driving them initially to delivery, and later to in-store.
To do this, we leveraged existing first-party data that was tied to point-of-sale. This allowed us to segment based on store visit frequency and share of wallet.
The Solution: Create a Custom Scoring Model to Focus Their Media Investment
We created a customized scoring model, dubbed “The Crave Score”, which analyzed brand lift attributes, visitation and point of sale data to best align budget allocation and messaging.
For high share of wallet customers who hadn’t visited recently, we focused on high frequency, promoting top-selling sandwiches. We cut budget from areas with low awareness, instead doubling-down on areas with high pre-COVID recognition, knowing that consumers would be more choosy when deciding on a store visit.
As the stimulus checks were distributed, we applied lookalike modeling against the strongest customer segments, increasing delivery app purchases by 32% in six key markets.
The Findings: Increased Sales by Using First-Party Data and Received Positive Press
- Increased delivery app purchases by 32% in six key markets.
- $5MM in incremental attributed sales in the Q2 post-COVID period, tied directly to marketing campaign via POS data in-store.
- Positive press write ups in Bloomberg and Restaurant Business touting success vs. competitive QSR brands.
If you are interested in implementing a strategic marketing campaign to grow your QSR marketing share, reach out to Coegi!