Early Insights Lead to a New Way to Measure ROI

Challenge

Having developed a brand positioning based on how customers talk about Cheddar’s, we needed to establish with the wider organization the effectiveness of our brand and product campaigns. However, our goal was in-restaurant visits and no brand had measured this in real-time.

Insights

Working with the finance team, BRUNNER identified a test and control methodology that would allow marketing dollars to support much of the estate, in a way that ensured results were an accurate representation of success once an effective marketing approach was identified.

Strategy

BRUNNER executed a series of campaigns, each with an identified learning plan to establish the effectiveness of video, Facebook, display and search. Our analytics team used real-time sales data and 6-way analysis to identify the true ‘incremental’ guest visits based on marketing spend, messaging and audience targeting.

Results

• Identified an inverse correlation between ‘incremental sales’ and lower marketing channel ‘cost-pers’
• Identified the level of spend required to optimize traffic per restaurant location
• Established that video was more effective in Facebook than streaming video services
• Showed the channel mix and messaging required to establish a positive marketing ROI