The challenge
Primanti Bros., a Pittsburgh sandwich chain with 37 locations, had grown since 1933 on in-room dining but had no first-party database of its guests.
The team paid for media to attract new guests but could not tell how many people it reached or brought in.
Earlier modeling and geofencing tools could not count the exact number of people who saw an ad and then came in.
The solution
1. Guest WiFi: Turn WiFi into a contact source
Primanti Bros. put Adentro's branded Guest WiFi portal in its restaurants. Guests traded an email for access.
Customer Data turned each connection into a profile, and the brand collected more than 67,000 emails in 12 months.
2. Audience Segmentation: Build audiences from real visits
The team worked from observed visit data: guest traffic, dwell time, and visit frequency. Audience Segmentation shaped those signals into audiences, including profiles of loyal and repeat customers.
3. Email Marketing: Convert WiFi contacts to loyalty
Email Marketing gave the team a direct channel to WiFi contacts, with the goal of converting them to the loyalty program.
4. Affinity Network: Find new guests like the regulars
Primanti Bros. ran paid social to prospecting audiences modeled on loyal and repeat customer profiles through the Affinity Network.
5. Walk-Through Rate™: Count walk-throughs and match sales
Walk-Through Rate™ matched people served an email or online ad to verified visits. It counts anyone who stays on site for a set time, not only WiFi users.
Revenue was matched to POS data, so the team could read return on ad spend per campaign.
The results
- 6:1 return on ad spend, with revenue matched to POS data
- 67,000+ new loyalty opt-ins, emails collected through Guest WiFi in 12 months
- $4 cost per walk-through, on paid social (2021 campaigns)