How we put Bums on Seats for Bundobust in a quiet January...
Avoid a January discount, and fill restaurants with first-time diners.
2,500 free lunches. Chaat for the masses.The message? Sign-up for your chance to enjoy "lunch on us".
260k lunch-express impressions
16k visits to menu
7k database signups
2,500 new diners
We launched a multi-channel campaign, collating data via targeted lead-gen campaigns, and tapping into Audience+ data to find first-time visitors and exclude regulars. Signups were fed into a 'holding group' on AirShip, "you're on the list, we'll be in touch", then taken on a seamless welcome journey to educate on the brand. Every Friday in January at 10am, we released the slots for the following week. First-come, first-served. It was like Glastonbury on-sale, with slots selling out within 1 hour each time.
Delivering 260k+ impressions of Lunch Express via paid social, 16k+ visits to the always-on Lunch Express menu, 7k+ new database sign-ups. 2,500 new diners tried Lunch Express in January. 900+ new 5* ratings on Google. 3 Karen's complaining they missed out.... and kept happy.
Anyone can give something away for free, it's return-visits. It's not over yet... the data is now segmented based on who got a "free lunch" (and what they ate), and who missed out. We built automated journeys in-flow for each, to drive a return visit. As of this post, 27% of "free lunchers" have returned, and paid their bill.
