How to Increase QSR Awareness and Market Share
/ Case Study - Programmatic, Social
/ The Brief
How to Increase QSR Awareness and Market Share
A QSR client was faced with uncertainty as the pandemic hit the United States in March 2020. Coegi was tasked with coming up with a flexible media strategy to address the new dynamic.
/ Highlights
/ Challenge
Most of QSR’s franchised-owned stores had 50%+ decrease in traffic and sales in the second half of March 2020. Given the limited budget from a challenger brand in the category, we focused specifically on the QSR’s most loyal customers, driving them initially to delivery, and later to in-store. To do this, we leveraged existing first-party data that was tied to point-of-sale. This allowed us to segment based on store visit frequency and share of wallet.
/ Solution
We created a customized scoring model, dubbed “The Crave Score”, which analyzed brand lift attributes, visitation and point of sale data to best align budget allocation and messaging.
For a high share of wallet customers who hadn’t visited recently, we focused on high frequency, promoting top-selling sandwiches. We cut budget from areas with low awareness, instead doubling-down on areas with high pre-COVID recognition, knowing that consumers would be more choosy when deciding on a store visit.
As the stimulus checks were distributed, we applied lookalike modeling against the strongest customer segments, increasing delivery app purchases by 32% in six key markets.
- Increased delivery app purchases by 32% in six key markets.
- $5MM in incremental attributed sales in the Q2 post-COVID period, tied directly to marketing campaign via POS data in-store.
- Positive press write ups in Bloomberg and Restaurant Business touting success vs. competitive QSR brands.
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