150,000 new guest emails in under a year, 7,000+ more every month. 1,800 lapsed customers matched to verified return visits.
The challenge
Anthony's sees thousands of guests a day. It had no reliable way to stay in touch with them:
The first gap was pen-and-paper collection. Reminding staff to collect guest contacts on paper did not work.
A second challenge was no targeting. Even with contacts, sending messages by location or demographic was tough.
The remaining issue was a two-person marketing team. The fix had to cover individual locations and corporate promotions with almost no headcount.
The solution
Create the data foundation: taking collection out of staff's hands. Adentro (formerly Zenreach) ran on top of Anthony's existing guest WiFi. Guests gave an email for access. More than 60 locations were turned on instantly.
Know: profiles with visit history. Each contact became a Customer Data profile combined with that guest's visit history. Anthony's could see who visited, where, and when they last came in.
Segment and activate: winning back lapsed guests. Audience Segmentation flagged guests who had not visited in a while. Email Marketing re-engaged them automatically. The team also ran holiday-themed emails and restaurant-specific promotions about upcoming events and specials.
Read the outcome: did they come back?. Walk-Through Rate™ showed whether guests returned after a message. It matched 1,800 lapsed customers to verified return visits. Anthony's also boosted enrollment in its loyalty program, Anthony's Coal Fired Club.
Why the combination mattered
Guest WiFi automated capture across more than 60 sites; Customer Data linked each contact to visit history; Audience Segmentation found lapsed guests; Email Marketing handled timely restaurant-specific and holiday offers; Walk-Through Rate™ observed who later returned. Existing loyalty enrollment benefited, although its exact impact is unreported.
The results
- 150,000 new guest emails in under a year
- 7,000+ contacts collected every month
- 1,800 lapsed customers returned, matched to verified visits
- 60+ locations turned on instantly
- Higher enrollment in Anthony's Coal Fired Club loyalty program (no figure in source)