Multinational Fast-Food Franchise Case Study

A multinational fast-food franchise aimed to drive measurable in-store traffic and maximize performance efficiencies in the competitive breakfast market—an area outside their traditional focus. A foot-traffic study was implemented to track store visits and measure the impact on consumer behavior.

With tagging limitations and without the ability to track online orders, analyzing the media investment was challenging. The brand needed a solution to leverage the store visit data and use that to estimate a return on ad spend (ROAS).

To maximize in-store traffic and drive performance efficiencies despite tracking limitations, KORTX implemented a multi-layered strategy that leveraged data-driven insights and adaptive creative:

1. Targeted Cross-Platform Media: Focusing on Cross-Platform Display and Rich Media, we selected high-engagement formats known to drive foot traffic. By targeting consumers with breakfast-focused messaging across devices, we ensured consistent reach among QSR consumers looking for convenient breakfast options, aiming to optimize cost-per-store visits (CPSV).
2. Agile Creative Optimization: To maintain engagement and counter ad fatigue, we continuously refreshed creative elements, incorporating a dynamic store locator. This agile approach kept the campaign relevant and maximized engagement during peak breakfast hours, increasing store visits.
3. Foot Traffic Study and ROAS Estimation: Without direct tagging capabilities, we utilized a foot traffic study to track store visits following ad exposure. Combining this data with average transaction values, we calculated an estimated ROAS, giving the brand a reliable measure of campaign impact on in-store sales.

The campaign achieved impressive results, demonstrating strong performance efficiencies and effective ROAS estimation:

1. Substantial Increase in In-Store Visits: The campaign drove 326,000 in-store visits, reflecting a significant increase over previous benchmarks. The CPSV was optimized to $0.47—a 60% improvement, showcasing the impact of targeted media and creative strategies.
2. Estimated High ROAS:Based on foot traffic data and average customer spend, the campaign achieved an estimated revenue of $4.9 million and a 32x ROAS, effectively demonstrating the value of media investment without needing online transaction data.
3. Sustained Engagement and Brand Relevance: Through regular creative updates, the campaign maintained high engagement rates, contributing to both increased store visits and heightened brand visibility in the competitive breakfast market.

By employing cross-platform targeting, adaptable creative, and innovative use of foot-traffic data, the campaign delivered measurable impact and strong performance efficiencies, providing this national QSR brand with clear, actionable insights despite tagging limitations.