The challenge
Anthony's relied on staff to collect guest contacts on paper. Reminding employees to do it did not work.
Even with contacts, the brand had no practical way to send messages by location or demographic.
With a two-person marketing team, any solution had to cover individual restaurants and corporate promotions with almost no added headcount.
The solution
1. Guest WiFi: Take contact collection out of staff's hands
Adentro (formerly Zenreach) ran on top of Anthony's existing guest WiFi. Guests provided an email address for access, and more than 60 locations were turned on instantly.
2. Customer Data: Connect each contact to visit history
Each contact became a profile combined with that guest's visit history. Anthony's could see who visited, where, and when they last came in.
3. Audience Segmentation: Win back lapsed guests automatically
Audience Segmentation flagged guests who had not visited in a while, and Email Marketing re-engaged them automatically.
The team also sent holiday-themed emails and restaurant-specific promotions about upcoming events and specials.
4. Walk-Through Rate™: Confirm which guests returned
Walk-Through Rate™ showed whether guests returned after receiving a message, matching 1,800 lapsed customers to verified return visits.
The results
- 150,000 new guest emails, collected in under a year
- 7,000+ monthly contacts, new contacts collected every month
- 1,800 lapsed customers returned, matched to verified visits
- 60+ locations turned on instantly
- Higher enrollment in the Anthony's Coal Fired Club loyalty program