Quick Serve Restaurant Brand
Used Motista’s intelligence to restart revenue growth.
This global quick service restaurant (QSR) brand used Predictive Intelligence on Motivations™ to increase dining visits and grow digital orders, contributing to its sale rebound.
CHALLENGE
For this QSR brand, sales had been flat for consecutive years as dining visits ticked down and customer acquisition lagged. Investments in ecommerce, new menu items and store enhancements were underperforming expectations.
SOLUTION
Using Motista, this QSR brand prioritized, targeted and motivated the highest potential guests.
To begin, Motista helped the brand identify guests by Emotional Predisposition, or likelihood to connect to the brand. Emotionally Predisposed guests were validated as dining in-store and ordering online more frequently. A “bullseye” was prioritized for growth - Emotionally Predisposed guests across the brand’s existing segments, including lunchtime diners, families with children, healthy eaters, and Gen Zs.
From there, Motista provided the brand the precise motivations accurately predicting guest behaviors at each stage of the journey - the brand’s customized Predictive Motivations™. These included the motivations predicting guests to consider and try the brand, visit more often, increase spend, order online and remain loyal.
Finally, Motista provided activation recommendations to the brand’s marketing team and agency.
ACTIVATION
The brand identified and targeted Emotionally Predisposed guests within its customer data.
The Predictive Motivations were applied to integrated marketing touch points, resulting in strong, relevant connections with guests.
The brand’s advertising - across digital, mobile, social and traditional channels - was informed by the intelligence, including creative concepts, messaging and tone.
Communications to the brand’s loyalty members were personalized using the Predictive Motivations to optimize relevant connections.
The ecommerce properties were evolved based on the intelligence, including messaging, content and design.
Activating Predictive Intelligence on Motivations helped the brand grow monthly spend among existing guests and acquire valuable ones.
RESULTS
Emotionally Predisposed guests yielded 33-42% more dining visits across the brand’s key segments, including lunchtime diners, healthy eaters and families. Online orders (pre-COVID) increased 25% on average for Emotionally Predisposed guests. (Amid COVID, Emotionally Predisposed guests further outperformed other guests in growing online orders, helping the brand offset in-store losses in 2020-2021.)
Emotionally Predisposed prospects converted at higher rates and spent more with the brand during their first year, increasing returns on acquisition investments.
The brand enjoyed other benefits from targeting and connecting with Emotionally Predisposed guests. For example, these dining guests recommended the brand to friends and family 40% more often.
Gains in visits and spend contributed to the brand’s annual revenue returning to a growth trajectory after multiple years of stagnation.