Jackson Spalding, a leading marketing agency that works with major notable brands, partnered with GroundTruth to help a fast-casual restaurant chain boost foot traffic across three key cities.
GroundTruth focused on a two-pronged approach to reach new diners as well as repeat customers. Additionally, given the competitiveness of the QSR advertising industry, GroundTruth was focused on delivering cost-efficient results to maximize return on advertising spend.
Reach to Conversion: Targeting Tactics
To drive in-person restaurant visits across three key cities, Jackson Spalding leaned into GroundTruth’s first-party audiences and location targeting tactics which allowed them to reach hungry diners in the right place and at the right time.
GroundTruth’s ability to target based on where consumers had visited in the past enabled Jackson Spalding to reach people who previously dined at one of the client’s restaurant locations, influencing these diners to visit the restaurant again and reinforcing brand loyalty.
Behavioral Audiences
Targeted GroundTruth’s first-party audiences whose behaviors and preferences had a higher likelihood of displaying visitation intent toward this restaurant.
Location Audiences
Reached consumers who were seen visiting competitors, QSR dining locations, or other relevant brand’s locations.
Examples of location audiences reached include Panera Bread Visitors, Sweetgreen Visitors, Qdoba Visitors, and more.
Geotargeting
Mapped the QSR client’s physical locations using GroundTruth’s Blueprint technology to create and then target an audience group of people who had previously visited the client’s restaurant. This tactic identified and reached Loyalists who were already familiar with the client’s brand and retargeted these valuable audiences.
Real Business Results
Throughout this campaign, GroundTruth drove over 5,200 visits across three different target cities (Seattle, Houston, and Sacramento) for Jackson Spalding’s QSR client.
With an average cost per visit of $3.21, the campaign proved to boost brand awareness and in-person restaurant visits, while still remaining cost-effective. The campaign also saw consistent results, with an average of 49 new visits being driven each week.
These results allowed Jackson Spalding to demonstrate to their client a return on advertising spend and proved GroundTruth’s ability to help QSR brands reach their objectives of driving in-person foot traffic and restaurant visitations at a low cost.
By the Numbers
Total In-Restaurant Visits
Average Cost Per Visit
Average Visits Driven Per Week
Working with GroundTruth was a seamless experience. We were delighted to see great results for our QSR client, particularly in a vertical where there is much competition to deliver visits at a low cost.
GroundTruth’s ability to target first party-audiences and bring in new diners, as well as using our client’s existing restaurant locations to retarget repeat diners was an innovative solution that increased our client’s customer base.
Karli B.
Paid Media Strategy, Jackson Spalding
