The document provides a recipe for a direct mail marketing campaign for fast casual restaurants to increase sales. It recommends targeting existing customer demographics, using appetizing images and language to induce hunger, offering compelling discounts and promotions, personalizing mailers with recipient information, including branding and contact details, providing multiple coupon offers to increase transactions, including reusable reminders, maintaining a consistent mailing schedule, and tracking redemptions and sales revenue to measure results. Partnering with Allegiant Marketing Group is suggested to leverage their expertise in direct mail campaigns.

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ARECIPEFORSUCCESS
FASTCASUALMARKETING

2. 2
Combine the following ingredients
to create a direct mail campaign that
increases redemption rates and sales
revenues by:
1. Increasing new customers
2. Increasing customer’s
average transaction value
3. Increasing purchase
frequency
The recipe for fast
casual restaurant
success requires
more than
delicious food.
It must include direct
marketing that
continuously attracts
new and repeat
customers, while
also increasing the
transactional value of
each purchase.
A Recipe For Suc

3. 3
Target Best In-Market
Buyers
Mirror the demographics and geography of your
existing customers when choosing a list.
You can even request neighborhood postal route
maps from your mailing partner to highlight the
streets you want and avoid locations that will
not visit your restaurants(s).
For Example: Use a 3-5 mile
radius around your restaurant(s) of
homes and apartments with children,
and/or income filters.
A Recipe For Success

4. 4
Use Influential Design
& Content
Feature mouthwatering images of the most
popular and newest
menu items to create
a craving only your
restaurant can
satisfy. In addition,
use “Trigger-Word
Vocabulary” that
is known to induce
mental states of thirst
and hunger.
View Trigger-Word List
A Recipe For Success

5. 5
Maximize Redemption
Rates
Give people a compelling reason to visit your
restaurant immediately. Freebies, discount
coupons, seasonal menu items and special
events entice your customers to take action;
while “Scarcity Statements”, like expiration
dates encourage them to act quickly.
View Scarcity Statements
A Recipe For Success

6. 6
Make It Personal
Use variable printing to personalize each
mail piece with the recipient’s name, your
restaurant’s closest location, neighborhood
names, etc.
For Example: Your
mailing partner may print
variable neighborhood names
and cross streets that are
associated with the recipient’s
address, like: “Now Serving
Nichols Hills on The Corner of
63rd And Western!”
A Recipe For Success

7. 7
Branding Details
Always include your logo, website, phone
number, and location map to make it easy for
customers to find you and learn more about your
restaurant. Remember, you may print these
variables as one “print-run” even when you’re
mailing for multiple locations.
A Recipe For Success

8. 8
Coupon Offers-More
Is Better!
Increase average sales transaction value and
order frequency by including more offers.
10,000 postcards
x 2 offers = 20,000 redeemable
purchases for your customers
10,000 postcards
x 8 offers = 80,000 redeemable
purchases for your customers
You pay the same price for 80,000 offers as 20,000
offers, yet significantly increase the number of times
a customer will likely visit your restaurant.
A Recipe For Success

9. 9
Tangible reminders
Remind customers to make return visits to your
restaurant by including items they will retain and
reuse in your various direct mail formats.
For example:
Loyalty
Cards
MenusMagnets
A Recipe For Success

10. 10
Consistent Cadence
Set a consistent mailing schedule to create
brand recognition, reinforce messaging stated
in complimentary marketing efforts, and boost
your conversion rates. Offering a range of
special offers that change monthly will
keep your restaurant top of mind,
and bring you repeat customers.
A Recipe For Success

11. 11
Track&Measure Redemption
Rates&Sales Revenues
Utilize coupons, PURL’s, website and social
media forms, call tracking or other appropriate
means to track response rates. Record every
redeemed offer on the mail piece with a cash
register key that is tied to those incentives
making it easy to measure results and
determine your ROI.
A Recipe For Success

12. 12
About
Allegiant Marketing
Group (AMG)
Partner with AMG to significantly increase
sales revenues with proven Fast Casual
marketing campaigns. AMG works as an
extension of your business. You can depend
on us to:
n Provide you with the best lists possible,
n Leverage our extensive knowledge of
USPS regulations to get you the
biggest impact for the lowest price,
n Print your piece to your
specifications, and
n Mail your piece with quality control
and on time.
www.MailAMG.com • 800–648–3107 • SalesTeam@MailAMG.com
View the Fast Casual Dining Case Study