In January we cooked up something special with Bundobust, transforming their Paid Social + CRM into a bookings machine.

The objective? Avoid a January discount, and fill restaurants with first-time diners.

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The Logic:

• ‍The offer? 2,500 free lunches. Chaat for the masses.‍
• The message? Sign-up for your chance to enjoy "lunch on us".‍
• The mechanic? Data collected via targeted lead-gen campaigns on Meta, 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.‍
• The delivery? 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.

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The Impact:

• 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.

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Anyone can give something away for free, it's return-visit which demonstrates the real ROI. Data is now segmented based on who got a "free lunch" (and what they ate), and who missed out. Automated journeys in-flow for each, to drive a return visit in Spring. Initial results are looking strong, with 17% of "free lunchers" having returned (and paid a bill!) in February.

Sometimes, all you need is a bit of spice and strategy.