The challenge
Big Steaks Management was spending on digital and print ads aimed at new and repeat guests but could not see their effect on the bottom line.
The franchise had no way to connect in-store guest visits to marketing.
Guest contact data was limited.
The solution
1. Guest WiFi: Start with one location
Big Steaks Management started with Adentro (formerly Zenreach) in 2019 at a single location. Guests traded contact information for WiFi access through a branded Guest WiFi portal.
Each connection became a Customer Data profile tied to visits.
2. Email Marketing: Connect email to restaurant visits
The team used Adentro's email features, and visit data showed the impact of each email on restaurant traffic. The creative team did not have to design emails by hand.
3. Retargeting: Put visit data into paid ads
The group ran paid social with Adentro, retargeting past guests and prospecting for new ones. Ads were targeted using in-store behavior from each location's guest WiFi.
4. Walk-Through Rate™: Show which efforts worked
Walk-Through Rate™ attributed guest visits to marketing exposure across email and ads. The team saw which efforts worked and which did not.
Reported revenue is attributed, not proven incremental.
The results
- 9:1 ROAS, attributed, not proven incremental
- Top 10 franchise group ranking, among Ruth's Chris franchise groups in the country
- 10K+ guest contacts, collected per year
- 9 locations onboarded after a one-location test
Following results at the first location, Big Steaks Management onboarded all nine locations and increased ad spend.