TGI Friday's Restaurant

Case Study: United Restaurant Group (TGIFriday’s licensed franchisee)

Valpak® delivers positive results

Marketing Objective

Measure the effectiveness of a Valpak mailing to drive traffic and sales to URG TGIFriday’s locations.

Mailing Strategy / Campaign

A total of 550,000 single-panel inserts and 550,000 two-panel inserts were mailed over two consecutive months. URG mailed households an average of three miles from a total of 18 locations across six markets.

Offers included:

  • $5 Off Your Table’s Food Purchase of $15 or More
  • Free Salad or Sandwich with Purchase of Any Regular Priced Salad or Sandwich, Monday-Friday 11am-3pm

Test Results

Overall, URG earned over $3 in gross sales and $2 in net sales for every $1 of Valpak ad costs spent (excluding cost of food).

Conclusion

The results of the program confirmed that the Valpak audience drove traffic and resulted in a positive return on investment. Overall, URG turned a 2 for 1 profit on every dollar they invested in the Valpak promotion while getting a high-quality branding message out to respondents living in close proximity to the restaurants.

United Restaurant Group, LP, is the second largest franchisee of TGIFriday’s, operating 30 restaurants in five states. TGIFriday’s offers a unique, casual experience delivering on its brand promise of “In Here, It’s Always Friday®” and delighting guests in more than 900 restaurants across more than 60 countries around the globe.
Valpak® is a registered trademark of Valpak Direct Marketing Systems, Inc., its subsidiaries and affiliates. Copyright © 2013 Valpak Direct Marketing Systems, Inc.

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