With the opening of new restaurants, a fast casual chain wanted to reach as many people as possible with offers enticing them to visit. The goal was to get a strong start to owning the trade area through aggressive grand opening marketing.
WorkPlace Impact’s solution was to engage workers right where they work by sending the client’s offers to employers within its proprietary network. Each business close to the new restaurants received enough offers for every employee. The offers were distributed by the employer, thus providing trusted endorsement of the brand. Reaching businesses allowed the client to tap into working consumers, of which 60% commute over 5 miles one way to work, thus many of them would not have been aware of the new locations because they would not have received in-home advertisements.
The client reported that the overall redemption for all stores was 30%, and real-time survey results indicated that nearly all of the respondents said that the offers would lead them to make an unplanned visit. Additionally, the program drove B-to-B catering leads for the client.