5:1 ROAS. $0.35 average cost to capture a new guest contact.
The challenge
The franchisee had three goals that normally need three separate vendors:
The first gap was cheaper list growth. Loyalty sign-ups only reached a fraction of guests, and the cost per email opt-in was too high.
A second challenge was more revenue from guests they already had. They had no reliable way to spot regulars who had stopped coming in.
The remaining issue was measurement beyond online clicks. Online ads reported clicks and impressions. Nothing tied them to people walking into a restaurant.
The solution
Create the data foundation: turning every connection into a contact. Adentro launched branded Guest WiFi portals at every location. Guests exchanged their email for access, without staff having to collect entries manually and no loyalty enrollment required. Each connection created or updated a profile in Customer Data, including which days and times the guest visited. Contacts synced automatically into the franchisee's CRM and email list, reaching guests loyalty never would.
Activate, existing guests: win-back that runs itself. Because every profile carried real visit history, Audience Segmentation isolated lapsed guests who had not been back in a set period. Email Marketing sent them personalized offers automatically, and Retargeting reached the same lapsed guests in paid social. Every new WiFi connection refilled the pool, so the program grew without anyone building lists.
Activate, new guests: prospecting on real behavior. For acquisition, Adentro built prospecting audiences through its Affinity Network of 100M+ verified profiles. They included people observed near that specific Buffalo Wild Wings and at similar restaurants. The audience was built from where people actually went, not from who clicked on something.
Read the outcome: closing the loop. The same WiFi network that captured emails also verified visits. Walk-Through Rate™ matched people exposed to the ads against guests who later connected in-store. For the first time, the franchisee could compare ad exposure with later verified restaurant visits.
Why the combination mattered
Loyalty supplied one path to a customer relationship. Guest WiFi supplied another; Customer Data tied that contact to a visit history, Audience Segmentation and Email Marketing addressed lapsed guests, Affinity Network audiences supported acquisition, and Walk-Through Rate™ made subsequent visits observable. The value lay in linking the activities, not replacing loyalty.
The results
- 5:1 ROAS, matched to guests brought in through Affinity Network audiences, retargeting and the WiFi capture portal
- $0.35 average cost to capture a new guest contact through Guest WiFi