Playbook: designing a repeat-visit campaign for a restaurant chain
A worked design, not a case study: how a quick-service chain could use a second reward to turn first visits into a habit, and what to measure in TAM.
This is a campaign design, not a report of results. Many quick-service chains share the same problem: first visits are easy to buy, second visits are not. Here is how a reward campaign can be built around the second visit instead.
The design
The first reward unlocks after a short interaction about meal preferences and is redeemed at any branch, scanned in the Teleeza Merchant App. At that first redemption, a second reward is issued with a fixed window, timed to land before the customer would normally drift away.
What to measure
- Completed engagements against the package guarantee, in the TAM dashboard.
- Redemptions scanned per branch, so weak locations show up early.
- Repeat visits within the second-reward window: the number the whole campaign is for.
- Return on ad spend, once visit values are known.
Acquisition is rarely the hard part for a restaurant. The second reward is the whole campaign.
Choosing a package
A chain testing the mechanic in two or three branches can start on the Growth Pack, 2,870 guaranteed engagements. The Scale Pack is worth it only once repeat rates are known, because only then does the chain know what a returning customer is worth.
Written by Teleeza Insights
