13,000+ contacts in the first 10 months. 51 potential negative reviews intercepted. Tuesday sales up 35 to 40 percent over prior years, per the operator.
The challenge
VP of Operations James Hilovsky runs franchises on consistency. Customer conversations and email had none.
The first gap was bad reviews before a chance to respond. "We wanted to have the chance to communicate with customers before they go online and leave a bad review."
A second challenge was promos nobody heard about. The Tuesday deal, 2 pizzas for $12.00, underperformed unless customers got an email.
The remaining issue was tools that didn't fit. The loyalty app wasn't built for email collection. The previous WiFi platform's email tool was hard to use, with little support.
The solution
Create the data foundation: one switch, every location. MK Investments moved to Adentro (formerly Zenreach) Guest WiFi across its franchises. Contacts were collected automatically, the same way at every store. Each connection became a Customer Data profile with visit history. James called the switchover "pretty flawless and painless."
Deliver the campaign: offers that reach people. Email Marketing carried the Tuesday promotion and other special offers to the growing list. "You can just kind of set your strategy and go."
Deliver the campaign: feedback before it goes public. Adentro invited guests to rate their experience. Low ratings reached the team, who fixed misses before they became public reviews. Positive experiences went to influential review sites. James used the insights to tighten the processes behind each issue.
Read the outcome: emails to visits. Walk-Through Rate™ tracked whether email recipients visited within 7 days.
“We wanted to have the chance to communicate with customers before they go online and leave a bad review.”
Why the combination mattered
Guest WiFi captured contacts across franchise locations, Customer Data kept the profiles, Email Marketing promoted the Tuesday offer, review-feedback routing surfaced dissatisfied guests, and Walk-Through Rate™ matched emails with observed visits. Promotional redemption and year-over-year Tuesday sales should not be conflated with controlled impact.
The results
- 13,000+ contacts in the first 10 months
- 288 reviews within Adentro, a 4.6 average rating
- 51 potential negative reviews (1-3 stars) intercepted
- Tuesday promo redemption as high as 71%
- Tuesday sales up 35 to 40 percent over prior years (operator-reported, not a controlled test)
- 73% Walk-Through Rate™ on customer emails