Case Study: QSR (Quick Service Restaurant)

Case Study: QSR (Quick Service Restaurant)

Category: Strategy2Execution

The QSR segment of the Commercial Foodservice sector in Canada is big business. Growth of market share by even a few percentage points equates to significant revenue growth year-over-year. By partnering with Vigorate, the client is able to stay one step ahead of its competition in this tight marketplace.

Client

National Quick Service Restaurant Chain

Objectives

  1. Grow their national database of subscribers (target = 500,000 total database opt-ins after 12 months)
  2. Build long-term engagement with a wider target audience over time
  3. Develop infrastructure that could seamlessly integrate subscriber information from various online sources
  4. Plan for and implement a national email program that would continue to drive subscribers into their QSR locations over the long term.

Challenge

Grab attention and build long-term engagement with a highly mobile audience that spends very little time in QSR locations

Solution

Developed a three-pronged National Welcome Program that incorporated digital surveying and opt-ins, with ongoing email messaging deployed from the brand

Results

  • Hit the 30-day target within the first 3 days
  • More than 100% growth of database numbers within the first month

Key Takeaway

Streamlined Data Management + Automated Email Messaging + Targeted Incentives = Consumer Engagement Success


QSRs/Driving Data Acquisition for Ongoing Engagement with a Larger Target Audience

The Opportunity:
Leverage the digital fluency of today’s fast-food consumers to build better engagement

Did you know: The Commercial Foodservice sector in Canada contributed about 4% of our nation’s 2014 GDP
(or $74 billion in sales, by 2015 estimates)? Of this sector, Quick-Serve Restaurants (or QSRs) take a 65% share
of the 6.6 billion annual customer visits to restaurants, and continue to outperform the overall market with an
estimated $26.5 billion in sales annually—an increase of about 4.1% YOY (primarily driven by spending at the
morning meal) and +18% since the 2008 economic downturn.

One of the world’s largest and most recognizable foodservice chains—already had significant presence on the
ground via their restaurant locations as well as widespread advertising campaigns, which included OOH ads
and promotional placements in high-traffic areas (e.g. in subway and transit stations). However, the Canadian
marketing team had a mission to reach a wider target audience via digital marketing, and were particularly
interested in developing initiatives focused on building loyalty and repeat business among millennials—the
only age group to have increased their visits to QSRs in the past two years.

Four Key Campaign Objectives:

1. Grow their national database of subscribers (target = 500,000 total database opt-ins after 12 months).
2. Build long-term engagement with a wider target audience over time.
3. Develop infrastructure that could seamlessly integrate subscriber information from various online sources.
4. Plan for and implement a national email program that would continue to drive subscribers into their QSR
locations over the long term.

The Challenge:
Grab attention and build long-term engagement with a highly mobile audience that spends
very little time in QSR locations

Though QSR customers spend a reasonable amount of cumulative time in the establishments themselves,
by the very nature of ‘Quick-Serve,’ the length of face-to-face time, and therefore, opportunity for consumer
engagement, is at a premium. This global QSR leader needed to connect with their customers quickly and
effectively, and without adding additional minutes to their on-location QSR experience.

The Solution:
Incent consumers to engage and opt-in to receive further promotional messaging

In consultation with their agency and Vigorate’s Marketing as a Service team, this world-leading fast-food brand
developed a three-pronged National Welcome Program that incorporated digital surveying and opt-ins, with
ongoing email messaging deployed from the brand—made possible through three technical solutions:

1. Surveys developed by the client’s agency and deployed by the client offered an incentive (Cineplex
coupon downloads) to consumers for completing the questionnaire and opting in to receive ongoing
email communications from the brand.

2. Technical CRM solutions developed by Vigorate Digital to capture and synthesize multiple streams of consumer
data:

a. Marketing Database – The main data warehouse and central database for all data entry points
(including email opt-in/unsubscribe and survey-entry information, prior contest-entry databases,
the brand opt-in page, and the retail locations’ WIFI log-in pages).
b. Reporting Dashboard – A secure site built for the client and their agency that provides access to email
metrics associated with each of the automated email programs and ad hoc message deployments.
c. API Integration – A technical integration channel to synthesize and capture data from all data entry
sources, including email opt-in/unsubscribe and survey entry databases, prior contest entry database
information, the client’s brand opt-in page, and the retail locations’ WIFI log-in pages.

3. An Automated Welcome Email Program, triggered in real time, followed two main messaging flows:

a. New/Existing Welcome Email Stream 1 – introduced a ‘welcome offer’ to customers for adding user
information to their digital profiles.
b. New/Existing Members Stream 2 (for users who had already signed up to receive quarterly coupons) –
featured additional promotional info about products and special offers available in-store.

The Results:
Exceptional growth in subscriber numbers and depth of consumer information
Overall, the initial phase of the campaign far outperformed the client’s expectations:

  • Within the first 3 days: Hit the 30-day target for surveys completed and personal profiles added to the
    database
  • Within the first month: More than 100% growth of database numbers

By strategically targeting consumers with demographically relevant and valuable rewards for engaging with
their brand, this top fast-food chain was able to build a sizeable audience of new digital users who are most
receptive to their product offering and promotional messaging.
After more than doubling its opt-in list within the first month of launching the new CRM program, and with
ongoing bi-weekly emails scheduled throughout the year, this leading foodservice chain and top QSR brand is
on target to reach its overall goal of 500,000 subscribers by the end of Q3-2016 (at least one month earlier than
expected).

Key Takeaway:
Streamlined Data Management + Automated Email Messaging + Targeted Incentives = Consumer
Engagement Success

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