The challenge
Loyalty sign-ups reached only a fraction of guests, and the cost per email opt-in was too high.
The franchisee had no reliable way to identify regulars who had stopped coming in.
Online ads reported clicks and impressions, but nothing tied them to people walking into a restaurant.
The solution
1. Guest WiFi: Turn every connection into a contact
Adentro launched branded Guest WiFi portals at every location. Guests exchanged an email for access, with no manual collection by staff and no loyalty enrollment required.
Each connection created or updated a Customer Data profile with visit days and times, and contacts synced automatically into the franchisee's CRM and email list.
2. Audience Segmentation: Win back lapsed guests automatically
Audience Segmentation used visit history to isolate guests who had not returned in a set period. Email Marketing sent them personalized offers automatically, and Retargeting reached the same guests on paid social.
3. Affinity Network: Prospect based on real-world visits
Adentro built prospecting audiences from its Affinity Network of 100M+ verified profiles, including people observed near that specific Buffalo Wild Wings and at similar restaurants.
4. Walk-Through Rate™: Connect ad exposure to restaurant visits
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, so the franchisee could compare ad exposure with verified restaurant visits.
The results
- 5:1 ROAS, matched to guests brought in through Affinity Network audiences, retargeting and the WiFi capture portal
- $0.35 cost per contact, average to capture a new guest contact through Guest WiFi