HOSPITALITY & CHAINS
+31%
Mid-week covers up 31% across 42 units without discounting below the margin floor.
- ENGAGEMENT
- 7-month engagement
- FOOTPRINT
- Six metros, 42 units
THE SITUATION
A 42-unit fast-casual group had two flagship stores carrying the P&L. Mid-week traffic in the suburban units sat 40% below the company average, and the national promo calendar was the only demand lever anyone pulled.
WHAT WE DID
We scored every unit on trade-area headroom rather than revenue, then built daypart offers priced against food cost per store tier. Media moved from national to trade-area buys with unit-level budgets, and we stood up first-party guest capture at the register and in the app.
THE RESULT
Mid-week covers rose 31% across the portfolio in two quarters. Cost per new guest fell 46%. The two flagship units stopped carrying the average.
WHAT CHANGED FOR THE OPERATOR
The operator now runs a monthly demand review by unit tier. New stores inherit the playbook instead of a hope-and-pray opening weekend.
“For the first time we can look at a store and say the problem is demand, or the problem is ops. Before, everything was a guess.”
MID-WEEK COVERS PER SHIFT
BEFORE
88
AFTER
128