Are Promotions Effective at Driving Foot Traffic in A World Where Online Ordering Is King? For QSRs, The Answer Is Yes.

We’ve all experienced impulse buying. Those strategically placed candy bars at the checkout, or the extra side of fries that’s so easy to add to your order when you’re standing directly in front of the register. For brands, those impulse buys are one of the many reasons why foot traffic is so important – especially for Quick Service Restaurants (QSRs).  In fact, 70.5% of consumers say that food is their number one impulse purchase.[1]

But today’s consumers have more choices than ever when it comes to food ordering. The abundance of food delivery services and online ordering options have made it more challenging for brands to get customers into their physical locations. For some QSRs, turning to tried-and-true promotional efforts can be an effective tactic for getting them through the door.

Take for example Taco Bell, who ran a promotion in the fall offering a free taco between 2-6 pm local time on October 30th (Figure 1). NinthDecimal data reveals that the limited time offer significantly increased traffic at the fast-food franchise across the country, upwards of 32% (Figure 2) compared to previous weeks.

Figure 1 – Taco Bell Fall 2019 Promotion

Figure 2 – Taco Bell Ad Promotion Stats. Source: NinthDecimal LCI®️ Campaign Aata

And even outside of the 4-hour promo window, Taco Bell enjoyed a 9% increase in foot traffic for the entire day on Wednesday, 10/30, compared to previous Wednesdays. In contrast, Burger King, McDonald’s, Wendy’s and Jack in the Box on average had no change in visitation on those same days.

Understanding How Your Marketing Is Impacting Actual Growth

Whether your goal is to increase share of wallet from competitors, drive more meaningful in person brand engagements or increase sales for new and existing products, the ability to measure the effectiveness that your marketing is having on actual visits is hugely important if you want to grow your business.

NinthDecimal’s industry leading offline attribution solution, Location Conversion Index® (LCI®), ties visitations to omni-channel marketing exposures to calculate true incremental lift. And, unlike other methodologies, LCI applies multi-touch attribution across all dimensions including publishers, audience tactics, and creative units to give marketers the most advanced understanding of what drives marketing performance.

Contact us to learn more about how to apply foot traffic attribution as a consistent KPI to all your media.