How bringing guests back grew to 7.8% of group revenue
An 18-location restaurant group spanning urban bistros, family restaurants and gastrobars. Each concept has its own audience and established communication channels.
Results
The objective
Bring guest data together and give every guest a relevant reason to return, across the whole group.
The starting point
Each restaurant maintained its own database, so the same guest could appear in several lists. Visit histories were fragmented, and messages often overlooked individual preferences.
Only 12% of registered members visited regularly. Many stopped using their loyalty card after the first visit. Email was used only for occasional announcements.
Implementation
What changed
Revenue attributed to reactivation campaigns reached 7.8% of total group revenue. Email accounted for 2.6 percentage points within that share. The campaign for guests absent for more than 60 days achieved an 11.2% purchase conversion rate within 14 days of the message.
Members’ average spend per visit increased by 18.6% from the start of the period.
Next steps
Develop offers across concepts: introduce bistro guests to family restaurants and invite regulars to try new menus. Add holdout groups that receive no campaign messages to measure incremental revenue.
More cases
Explore a similar approach for your restaurants.
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