Overview
A national Quick Service Restaurant (QSR) approached Keynes to understand how influential their digital ad campaigns were in driving new customers to their brick-and-mortar locations. Due to COVID-19, most QSRs struggled with an abrupt shift in consumer behavior from on-the-go purchases to making everything at home. This brand’s marketing was forced to pivot fast, so they started looking for a partner to track user walkthroughs. This was their first attempt at online to offline tracking and wanted to test different messaging and locations to help drive more insight into their marketing efforts.
Keynes’s integration with Foursquare positioned us perfectly to serve, track and report on their Cost-Per-Walk-Through (CPWT) data. Our fully transparent and granular dashboard allowed this nationwide QSR brand to understand what was successful and how impactful their campaign messaging was in driving customers back to their stores.
Test Metrics
24%
Lower CPWT on Hero Menu Creatives Compared to New Menu Item Messaging
Approach
Establish an Audience Targeting Approach
Keynes set up three main target audiences: 1) Users who frequently visited the QSR’s locations and had a high likelihood of pausing due to COVID-19. 2) Users who currently frequent competitor locations. 3) Lookalike segments based on users who are current frequent consumers.
Create Benchmarks to Reach Success
As this brand had not been tracking its online to offline channels in any granular way, this was their chance to establish top-performing messaging, products, audiences and time of day to deliver ads to a user.
Partner with Foursquare
Foursquare builds specific audiences based on where a user has previously visited (Geo Farming). Through our integration, we tracked the users we served digital ads to who physically visited a specific QSR location. This full circle reporting means Keynes can target users visiting the brand’s competitors and track how many users visited the brand’s locations after.
Conclusion
At the end of the test, Keynes presented this brand with learnings to help all other marketing channels. Customers who were served the brand’s Hero Item Menu creatives saw a 24% cheaper CPWT than customers who were served New Item Menu creatives. Those Hero creatives even saw a 10% higher engagement rate than the Seasonal Item ads. This proved the brand’s Hero products drove consumers to their stores over other products and that their in-store experience must educate consumers on the QSRs’ new menu items.
