This pizza chain restaurant has several locations in major metropolitan areas and offers a variety of tasty items such as pizza, gourmet salads, sandwiches, breadsticks and much more. It serves more than 25 million guests annually.
The goal of the business was to generate the highest return on ad spend in two ways: by generating new traffic through geotargeting competition and Past Location Retargeting. The offering in the ad was for a take-out only special. This particular business wanted to drive higher take out business since it is much more profitable than delivery and they have limited dine in only seating.
The restaurants wanted to drive in-store visits over a measurement period of three months. We relied on geotargeting and GPS Retargeting to drive results. When people ordered take out pizza and came to pick it up their phones broke the geo fence and we tracked the foot traffic.
How did we do this? We targeted visitors of their main competitors within the area. We measured behaviors and foot traffic of this audience and served ads to other places that they frequented, such as malls, bars, coffee shops, etc.