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Published campaign

A take-out special for a pizza chain, counted at pickup

A pizza chain wanted more take-out orders. We showed a take-out only special to visitors of its main competitors nearby, and counted who came in to pick up.

For
A pizza chain with locations in major metropolitan areas
Ran for
3 months
What ran
GPS retargeting and geotargeting
Counted in
Pickup visits, tracked by geofence
Illustrative image — a cook in a floury apron handing two plain pizza boxes across a wooden counter to a smiling customer, a brick oven glowing behind themIllustrative image

The published figures

GPS retargeting, 3 months

Store visits
888
Geo lift
269.7%
Impressions
402,525
Clicks
736
Average click-through rate (CTR)
0.18%

Geotargeting, 3 months

Impressions
1,697,659
Clicks
2,773

Copied from the case study we published at the time. The client's name is withheld. A past result is not a forecast: yours will depend on your market, your budget and your offer.

01

The brief

The chain wanted the highest return on its ad spend, and it wanted take-out in particular: take-out is much more profitable for it than delivery, and its dine-in seating is limited.

So the ad carried one offer, a take-out only special.

02

What ran

Geotargeting and GPS retargeting over three months, aimed at visitors of the chain’s main competitors in the area.

  • Targeted visitors of the chain’s main competitors in the area.
  • Measured that audience’s behavior and foot traffic, then served ads at the other places they went, such as malls, bars and coffee shops.
  • Ran one offer in the ad: a take-out only special.
  • Counted pickups. When someone who had ordered came to collect, their phone crossed the geofence and the visit was tracked.
When people ordered take out pizza and came to pick it up their phones broke the geo fence and we tracked the foot traffic.
From our original write-up
03

How it was counted

This is the plainest account of measurement in any of the original write-ups. A geofence was drawn around the restaurants. When people who had ordered take-out came to pick it up, their phones crossed it, and the foot traffic was tracked.

The write-up reports 888 store visits and a geo lift of 269.7% for the GPS retargeting campaign. It does not give the formula behind geo lift, so it is shown as published.

The same brief, now

If we ran it today

Start my CTV plan
  1. The plan was built on one offer, a take-out only special, shown to people already buying pizza nearby. We would keep that.
  2. We would put it on Connected TV in the households around each location, and add streaming audio, which is cheaper reach alongside the TV.
  3. Three months is the right length. It matches how a Connected TV campaign is read: delivery and frequency first, then branded search and direct traffic, then lift.

Want this for your business?

Tell us your market and your budget. You get a plan and the numbers behind it before you spend anything.

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