Many people from the casual dining segment of the restaurant industry ask us, "What have you found is the strongest influencer of sales in digital marketing?" Our data tells us clearly: a brand's website.
We took a look at the campaign performance across all of our Casual Dining customers and the results were very interesting: while all unpaid online channels have generated results, it's clear that a brand's website generates the most amount of traction by contributing more than 75% consumers who sign up for promotions (see image to the right).
Even more interesting is the in-store redemption rate. While all channels have successfully delivered in-store customers, it is clear that people who come to a brand's website are much higher intent than consumers on any other online channel. The redemption rate of people who sign up from the website (26%) is more than double it's next closest online channel (Facebook at 12%).