Hopdoddy Burger Bar is a fast-casual restaurant chain that has redefined the burger experience since its founding in 2010. Known for premium, locally-sourced ingredients and creative flavor combinations, Hopdoddy has grown from a single Austin location to dozens of restaurants across Texas, Colorado, California, Arizona, and Tennessee. The company’s commitment to quality extends beyond food to creating memorable guest experiences through innovative hospitality and community engagement.
Results at a glance:
$166,290+ revenue from targeted campaigns
8.67:1 return on ad spend ($8.67 generated for every $1 spent)
52,000+ customers added to CRM
$2.33 cost-per-conversion (vs. industry average of $5-7)
1.3M+ impressions
The challenge
Hopdoddy Burger Bar had built a reputation for redefining the burger experience with premium ingredients and creative flavors. But like many restaurant chains, the company faced mounting pressure to drive profitable growth through repeat visits while managing rising customer acquisition costs.
The challenge was multifaceted. While Hopdoddy had Wi-Fi and loyalty program data, they needed to automate the process of converting casual visitors into trackable customers in their marketing database. Manual data entry was consuming valuable time, and the team lacked the tools to run targeted campaigns with measurable ROI.
“We knew we had guests coming through our doors, but we weren’t capturing them systematically,” said Tom Lockwood, Director of Marketing at Hopdoddy. “We needed a way to automatically build our customer database and then engage those customers with campaigns that we could actually measure.”
The company was also struggling with fragmented customer data across channels. Without a unified view of customer behavior, it was difficult to create personalized experiences or optimize marketing spend. To scale their growth, Hopdoddy needed a comprehensive solution that could automate customer acquisition, deploy targeted campaigns, and provide clear attribution on marketing performance.
The solution
Hopdoddy partnered with Thanx, the premier guest engagement platform, and Adentro, the leading solution for first-party data capture and closed-loop marketing attribution. The integration created a unified system that automatically captured customer data and enabled sophisticated marketing automation.
The solution addressed Hopdoddy’s challenges through several key capabilities:
Automated Customer Capture: Wi-Fi signups automatically fed into Hopdoddy’s CRM, creating unified customer profiles across all channels. This eliminated manual data entry and ensured no potential customer was missed.
Multi-Channel Campaign Deployment: The platform enabled Hopdoddy to run coordinated campaigns across multiple channels to capture new customers, win back existing ones, and increase awareness of their loyalty program.
Intelligent Targeting: Non-loyalty members could be targeted with personalized offers based on their visit history, while automated win-back sequences re-engaged lapsed customers.
Closed-Loop Reporting: Real-time campaign performance tracking and visit attribution provided clear ROI measurement and optimization opportunities.
“The integration gave us the automation we needed to scale our customer acquisition while maintaining the personalized experience our guests expect.”
Tom Lockwell, Director of Marketing, Hopdoddy Burger Bar
The results
Revenue Impact and ROI Through the Thanx and Adentro integration, Hopdoddy generated $166,290 in tracked revenue from targeted campaigns, achieving an 8.67:1 return on ad spend—more than 4x the industry average. Win-back campaigns alone contributed an additional $18,188 in revenue with a 4.13:1 ROAS.
Customer Growth Within six months, Hopdoddy added 52,000+ new customers to their CRM and generated 7,000+ verified in-store visits from paid media. The company achieved a $2.33 cost-per-conversion, significantly below the industry average of $5-7.
Campaign Performance Hopdoddy’s campaigns achieved a 2.92% click-through rate—double the industry benchmark—across 1.3M+ targeted impressions. This superior performance was driven by the platform’s ability to deliver personalized, relevant messaging to segmented audiences.
Operational Efficiency The automated system eliminated manual data entry, enabled real-time campaign optimization, and provided automatic customer segmentation. This freed up the marketing team to focus on strategy rather than administrative tasks.
Unified Customer Experience By consolidating customer data across channels, Hopdoddy created a seamless experience for guests while gaining valuable insights into customer behavior and preferences.
Before the integration, Hopdoddy was managing customer acquisition through manual processes that limited their ability to scale personalized marketing. The Thanx and Adentro partnership provided the automation and attribution capabilities needed to drive measurable business results.
“Through the Thanx and Adentro partnership, I am not only able to capture meaningful first-party data, but I can seamlessly convert them into loyal repeat customers to drive further LTV and simultaneously lower my customer acquisition costs,” said Lockwood.
The success of this integration has established a foundation for continued growth through data-driven marketing, demonstrating how restaurants can leverage integrated technology to build lasting customer relationships while achieving measurable ROI.
