Skip to main content
  • Toolset
  • Solutions
  • About DMS
  • Case Studies
  • Contact Us

Connect With Your Audience At Scale

    • Acquire New Customers
    • Generate More Inquiries
    • Grow My Email Database
    • Grow My Website Traffic
    • Monetize My Audience
    • Re-Engage Consumers
    • Contact DMS
    • See The DMS Live Schedule
    • Be Inspired
    • How To / Best Practices
    • What Is...?
    • DMS Reports & More
    • Contact DMS
    • As Seen In...
    • Press Releases
    • Contact DMS
    • Enjoying The Journey
    • Work/Life Harmony
    • DMS Team
    • Contact DMS
    • Events
    • DMS Case Studies
    • Careers @ DMS
    • DMS Toolset
    • DMS Solutions
    • DMS Overview
    • DMS Investor Info
    • Contact DMS

Recent Searches

    Share this Post

    • Share on facebook
    • Share on twitter
    • Share on linkedin
    • Share on email

    I Want To... Be Inspired

    1. Home
    2. I Want To... Be Inspired
    3. Restaurants Should Advertise To Diners Both For Takeout & In-Person Dining

    Restaurants Should Advertise To Diners Both For Takeout & In-Person Dining

    Published Date June 23, 2021

    As the country reopens, restaurants, including quick-service restaurants (QSRs) and fast casual dining, are deploying digital strategies to engage hungry diners. To continue growing the takeout and curbside delivery revenue opportunities presented during the pandemic and stand out in a once again busy and bustling industry, restaurants are using multichannel promotions, loyalty programs and email campaigns to drive sales.

    Denny’s And Bertucci’s Use Email To Share Promotions And New Menu Items At Their Fast Casual Dining Establishments

    When competing in a crowded market, deals, discounts and promotions can bring consumers through the door and generate repeat business and future opportunities for engagement through email, SMS and push notifications. A 2019 study by Valassis, Defining the Coupon & Value Restaurant Consumer, found, “Consumers’ desire for savings is strong across purchase categories, and the restaurant market is no exception. Our data shows when restaurants make an up-front investment in offering incentives to diners, they see greater ROI and foot traffic gains in the long run, as well as more frequent and lucrative brick-and-mortar visits.” The Valassis study also revealed that 48% of casual restaurant diners prefer email coupons, and 20% of “consumers switch restaurants based on promotions or coupons.” 

    Many restaurant brands rely on email campaigns to target audiences with deals, promotions and new menu items. During the pandemic email became more important than ever with 55.5% of brands emailing more since the start of the pandemic and 25.3% including promotions and discounts in their emails. The rise of ecommerce led consumers to value seamless ordering options and easy access to promotions. Denny’s recently launched an email campaign celebrating the launch of its Red, White & Blue Pancake Breakfast with QR codes offering a 20% discount for online or dine-in customers. Similarly, Bertuccis used email to share its Father’s Day campaign, giving consumers the opportunity to order online or reserve tables with the added bonus of $15 off one-time only coupons. Bertucci’s email recipients could also opt into SMS alerts that gave access to additional Bertucci’s news and updates. By putting the consumer at the helm of how they want to be contacted and served, consumers may feel more inclined to opt into advertised deals and come back in the future.

    Quick-Serve Restaurant Chipotle Promotes Loyalty And Rewards Via Email And Website Optimizations

    Loyalty and rewards programs are popular with fast casual and quick-serve restaurants and often promoted across advertising channels. Chipotle recently sent an email introducing a new partnership with Tractor Beverages, noting that 5% of the proceeds of Tractor Beverage sales go to supporting farmers and announcing a limited-time only promotion that gives rewards members 50 points for ordering ready-to-drink or bottled beverages. Chipotle checks several boxes with this promotion, generating interest in a new product, continuing to emphasize their purpose-driven mission and rewarding loyal customers. The rewards page of the Chipotle website further explains how rewards can be used, either for future meals or sustainable apparel or as donations to the National Young Farmers Coalition. 

    Fast Casual Restaurant Applebee’s Leverages Virtual Brands And Off-Premise Sales

    Virtual or ghost brands existed prior to the pandemic for major restaurant conglomerates, but they took on new meaning when delivery became the go to for many Americans. Virtual or ghost brands typically sell niche food items and are owned and operated by well-known restaurant franchises, but operate under different names. For example, Cosmic Wings, launched in March 2021, is a virtual brand operated by Applebee’s and only available online. Cosmic Wings and Applebee’s are both owned by Dine Brands. The Cosmic Wings virtual brand operates out of 1,300 Applebee’s locations around the country and is described by Dine Brands as offering a “one-of-a-kind menu featuring exclusive Cheetos-flavored wings and fried cheese bites.” 

    As the pandemic winds down, many restaurant franchisees are finding that online ordering and off-premise dining are still valuable revenue sources. “We found that the ability to offer something exclusive — and highly popular — through the online-only platform is a game-changer," explained Applebee’s in a statement. John Peyton, Dine Brands’ CEO, said, “We’re learning a lot, and I think [virtual brands] will be a future incremental. We are all in on virtual brands and ghost kitchens as a capital-light way to reach new customers in new markets and expand our brands’ footprints.” 

    Continuing to lean into delivery, either directly or through virtual brands, also allows restaurants to meet consumers who aren’t ready to dine in, people who have come to prefer take-out and diners who enjoy both experiences. Promoting easy ordering platforms and convenient curbside pick-up, alongside in-person dining options, can help restaurants sustain their online audiences even as restaurants open indoor dining again.

    Seeking New Ways To Maximize Your Customer Acquisition?

    Digital Media Solutions (DMS) is a technology-enabled, data-driven performance advertising solutions provider connecting consumers and advertisers. Contact DMS today to learn how our first-party data asset, proprietary technology and expansive digital media reach can help you scale your customer acquisition results.

    • Previous Article

      The Marketing Of Houseplants Must Tap Into Today’s Lifestyle Trends

      The Marketing Of Houseplants Must Tap Into Today’s Lifestyle Trends

      Houseplant collecting is very hot right now, and brands are reaching consumers across channels with promotions, subscriptions and social media strategies.

    • Next Article

      How Roofing Companies Can Scale Customer Acquisition With Digital Advertising

      How Roofing Companies Can Scale Customer Acquisition With Digital Advertising

      Roofing companies need to be visible when consumers are on the hunt.

    Other content in this Stream

    • Connect Better And Grow Together

      Connect Better And Grow Together

      Commit to continuous improvement. We will connect better and grow together.

      Read Article

    •  Be Here Now

      Be Here Now

      Bring the positive power of mindfulness and self-awareness into your day-to-day habits.

      Read Article

    • Greener Grass

      Greener Grass

      Opportunities require attention, nurturing, teamwork, collaboration and execution.

      Read Article

    • The Power Of Failure

      The Power Of Failure

      To be a true champion, we need not be “perfect.” Instead, we must be graceful and grateful.

      Read Article

    • The Win-Win

      The Win-Win

      Within a place of balance, we can look for the win-win.

      Read Article

    • 3 Innovative & Reassuring Email Marketing Campaigns Driving Higher Education Interest
      over 1 year ago

      3 Innovative & Reassuring Email Marketing Campaigns Driving Higher Education Interest

      As application season nears, some higher education institutions around the country are deploying email marketing campaigns offering positive and tailored solutions to address concerns some incoming st

      Read Article

    • What’s Next For At-Home Fitness Subscriber Acquisition As Gyms Reopen?
      over 1 year ago

      What’s Next For At-Home Fitness Subscriber Acquisition As Gyms Reopen?

      Many fitness brands are evolving their services and features. As these enhancements roll out, from creative classes to new equipment, brands are kicking off multichannel promotional strategies to driv

      Read Article

    • CPG Brands Prioritize Engagement & Data Collection Alongside Brand Awareness & Sales
      over 1 year ago

      CPG Brands Prioritize Engagement & Data Collection Alongside Brand Awareness & Sales

      CPG brands are getting increasingly innovative, implementing mobile-first campaigns and technology like AR that encourages consumers to engage and take action.

      Read Article

    • Innovative Advertising Ideas To Help Low-Cost Airlines Take Off As Travel Picks Up
      over 1 year ago

      Innovative Advertising Ideas To Help Low-Cost Airlines Take Off As Travel Picks Up

      Low-cost carriers take to the skies, and their marketing and advertising strategies aim to resonate with travelers across channels.

      Read Article

    • How The Makeup & Beauty Industry Can Attract More Customers As Mask Mandates Decline
      over 1 year ago

      How The Makeup & Beauty Industry Can Attract More Customers As Mask Mandates Decline

      Beauty brands celebrate online growth with partnerships, new product launches, strategic partnerships and digital advertising strategies that appeal to consumers.

      Read Article

    • Restaurants Can Scale Customer Acquisition With Loyalty & Reward Programs
      over 1 year ago

      Restaurants Can Scale Customer Acquisition With Loyalty & Reward Programs

      Fast food and QSR loyalty and rewards programs can offer an array of benefits, including customer acquisition and retention.

      Read Article

    • The Marketing Of Houseplants Must Tap Into Today’s Lifestyle Trends
      over 1 year ago

      The Marketing Of Houseplants Must Tap Into Today’s Lifestyle Trends

      Houseplant collecting is very hot right now, and brands are reaching consumers across channels with promotions, subscriptions and social media strategies.

      Read Article

    • How Roofing Companies Can Scale Customer Acquisition With Digital Advertising
      over 1 year ago

      How Roofing Companies Can Scale Customer Acquisition With Digital Advertising

      Roofing companies need to be visible when consumers are on the hunt.

      Read Article

    • Period Product Marketing Can Be Positivity-Focused, Shame-Free And Effective At Scaling Sales
      over 1 year ago

      Period Product Marketing Can Be Positivity-Focused, Shame-Free And Effective At Scaling Sales

      Several brands embrace period positivity and an unapologetic approach to offering menstruation products that resonate with consumers.

      Read Article

    • Advertising Leveled-Up Benefits & Rewards Can Help Credit Cards With Customer Acquisition Objectives
      over 1 year ago

      Advertising Leveled-Up Benefits & Rewards Can Help Credit Cards With Customer Acquisition Objectives

      Many credit card companies that offer travel miles are leveraging the rise in holiday bookings to introduce new promotions, campaigns and benefits.

      Read Article

    • DTC Home Brands Can Reach Design-Happy Consumers With Messaging That Encourages Action
      over 1 year ago

      DTC Home Brands Can Reach Design-Happy Consumers With Messaging That Encourages Action

      DTC houseware and design retailers leverage digital advertising strategies, including online promos, social media advertising and consumer targeting, to reach audiences.

      Read Article

    • New Consumer Trends Influence Back-To-School Shopping This Year
      10 months ago

      New Consumer Trends Influence Back-To-School Shopping This Year

      As kids around the country are likely to be back in school in person and full time in the fall, brands get ready with customer acquisition strategies that meet consumers where they are.

      Read Article

    • Targeting Parents With Customer Acquisition Advertising For Kids Wellness Brands
      over 1 year ago

      Targeting Parents With Customer Acquisition Advertising For Kids Wellness Brands

      Kids nutrition and wellness brands engage parents through a mix of digital strategies to differentiate and drive sales.

      Read Article

    • Specialty & Niche Meal Kit Marketing Should Hone In On Specific Consumer Needs & Wants
      over 1 year ago

      Specialty & Niche Meal Kit Marketing Should Hone In On Specific Consumer Needs & Wants

      For specialty meal kit brands, digital advertising strategies help target the right audience at the right time.

      Read Article

    • 4 Ways Home Security Marketers Can Leverage Promotions To Drive Sales
      over 1 year ago

      4 Ways Home Security Marketers Can Leverage Promotions To Drive Sales

      Digital strategies including online promotions and direct-to-consumer ecommerce platforms help home security companies get in front of shoppers.

      Read Article

    Return to Home
    DMS Logo

    Tech-Enabled, Data-Based Performance Advertising

    facebook icon twitter icon linkedin icon instagram icon

    © 2021 Digital Media Solutions, LLC. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, LLC. All other company and product names referenced herein are the property of their respective owners.

    Digital Performance Advertising

    linkedin icon
    facebook icon
    twitter icon
    instagram icon

    Subscribe To News From DMS


    About DMS
    Toolset Solutions DMS Insurance DMS Performance Ad Market DMS Ecommerce Advertising DMS Consumer Finance DMS Education DMS Managed Services DMS Nonprofit Advertising DMS Subscription Advertising Newsroom DMS Insights Investor Info
    Contact Us
    (877) 236-8632 connect@DMSgroup.com Careers Become A DMS Advertiser Become A DMS Publisher
    DMS Proprietary Technology
    Aimtell Sparkroom ZipQuote
    Logins
    Aimtell Login DMS Exchange Login DMS Performance Ad Market Publisher Login Sparkroom Login ZipQuote Agent Login
    Privacy & Terms
    Privacy Policy Terms and Conditions Code of Conduct

    © 2022 Digital Media Solutions®, Inc. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, Inc. All other company and product names referenced herein are the property of their respective owners.