When the country’s largest casual dining chain wanted to promote its new wood fire grill and revamped menu featuring salad and steaks, it turned to Watson Advertising to reach relevant consumers.
Using Watson Advertising’s location data, we developed a custom segment of consumers who frequent competitor restaurants such as Ruby Tuesday’s, TGI Fridays, & Chili’s, as well as current and lapsed customers.
Once the triggers were identified, high-impact Branded Backgrounds and custom store locators were surfaced to relevant mobile consumers. Both units beautifully visualized the new menu items, while the store locator effortlessly guided consumers to their nearest store location.
The Brand was thrilled with the results particularly in a promotional-driven category dominated by independent restaurant operators. Here's a taste:
- .55% Overall CTR
- 685,119 store visits (47,034 incremental)
- 7.37% lift in foot traffic overall
- $.51 cost per store visit
- $7.44 cost per lift store visit (cheaper than most menu items)