The franchise group drove a 9:1 ROAS. It is now a Top 10 performing Ruth's Chris franchise group in the country.
The challenge
Big Steaks Management was spending on digital and print and could not see what any of it did.
The first gap was unmeasurable campaigns. Digital and print ads aimed at new and repeat guests had no visible effect on the bottom line.
A second challenge was no tie from marketing to visits. The franchise had no way to connect in-store guest visits to marketing.
The remaining issue was a thin guest list. Guest contact data was limited before Adentro.
The solution
Create the data foundation: one location, then nine. 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. The group now collects more than 10K contacts per year.
Email Marketing: connecting email to restaurant visits. Next, the team used Adentro's email features. Visit data showed the impact of each email on restaurant traffic. The creative team did not have to design emails by hand.
Retargeting and prospecting: putting visit data into paid ads. The group then ran paid social with Adentro. Campaigns retargeted past guests and prospected for new ones. Because the platform pairs with each location's guest WiFi, ads were targeted using in-store behavior.
Match observed visits: showing what worked. Walk-Through Rate™ attributed guest visits to marketing exposure across email and ads. The team saw directly which efforts worked and which did not. After results at the first location, the group onboarded all nine locations and increased ad spend.
Why the combination mattered
The first location used Guest WiFi and Customer Data to capture guest contacts; Email Marketing and Retargeting activated them; Walk-Through Rate™ made later visits observable; and the pilot supported expansion to nine sites. Reported revenue remains attributed, not proven incremental.
The results
- 9:1 ROAS
- Top 10 performing Ruth's Chris franchise group in the country
- 10K+ guest contacts collected per year
- 9 locations onboarded after a one-location test