Using email to get people eating
Latest posts | Feed | | By Mark Brownlow
Quick case study here of a simple but very effective email campaign by restaurant chain Bennigan's Grill & Tavern. Another good example of how online communication drives offline sales, in this case using a printable coupon.Interesting points to note:
1. Store manager bonuses depend on whether staff are asking for email addresses in mystery shopper tests.
2. The timing of delivery (of a coupon) was based on a basic understanding of how restaurant goers plan visits, not on generic "best day to send" theories.
3. The coupons were coded so they could track exactly what effect email had on offline sales. Vital for understanding the value of email and even more vital for communicating that value to colleagues who need hard numbers rather than theories.
More B2C case studies | Tags: email marketing, restaurant marketing, email coupons, Bennigan's
Permalink | May 03, 2007 | 2 comment(s)
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2 Comments:
It doesn't hurt that restaurants enjoy the highest click-through rates across all industries!
By 
Tom O'Leary, on
03 May, 2007
Email is a powerful tool for restaurant owners to reach their customers whenever they want, and to keep the communication channel open.
The waiting staff should also be given incentive to get them motivated to collect as many email signups as possible in-store at the table.
Electronic email signups using portable handhelds such as Sterizon wiZit are getting popular to help restaurants collect email addresses and customer surveys effectively without using any paper signup sheets etc.
By John, on
19 November, 2009
Comments closed during migration to a new blog platform in early May
