To solve these challenges, we focused specifically on growing market share among loyal customers. Initially, we drove them to make delivery purchases and later to in-store. To do this, we leveraged existing first-party data that was tied to point-of-sale.
The outcome was a proprietary scoring model, dubbed “The Crave Score”. This custom scorecard analyzed brand lift attributes, visitation, point of sale data and more, to dynamically align budget allocation and creative strategy. It also allowed us to segment based on store visit frequency and share of wallet.
For high share of wallet customers who hadn’t visited recently, we focused on high frequency, promoting top-selling sandwiches. We focused spend on areas with high pre-COVID brand recognition, knowing that consumers would be more selective during this time.
Then, as the stimulus checks were distributed, we applied lookalike modeling against the strongest customer segments. These were the key results:
- Increased delivery app purchases by 32% in six key markets.
- $5MM in incremental attributed sales in the Q2 post-COVID period
- Positive press write ups in Bloomberg and Restaurant Business