National Café Chain (Multi-location F&B)
Driving measurable footfall to a national café chain — without losing per-franchisee control.
Geo-targeted social + mobile programmatic display proved a 61% lift in store visits per ad impression across 7M+ impressions in a short push.
Lift in store visits per ad impression
Impressions in a short push
Average CTR across channels
Per-franchisee reporting
What we walked into.
A fast-growing café chain — coffee, smoothies, sundaes, food — wanted to raise outlet awareness, break into the food category, and roll out a marketing solution every franchisee could opt into and customise to their trade area, without giving up control of spend.
The challenges on file.
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Most customers walk in — no online order data to measure impact.
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Franchisee opt-in model required per-outlet customisation at scale.
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Competing with delivery aggregators for the same intent window.
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Needed to prove store-visit lift, not just impressions and clicks.
The system we shipped.
Geo-targeted competitor capture
Targeted customers of food and smoothie competitors when they were physically near an outlet — across Facebook, Instagram and mobile programmatic display.
Franchisee opt-in model
Each outlet chose its own investment level; each program was customised to that franchisee's trade area and competitive digital landscape.
Offer-led creative
Anchored the push to a 'make it a meal' value offer plus side deals — monitored, optimised and rotated daily.
Footfall measurement, not vanity metrics
Moved measurement off Facebook's Store Visits (limited in strip-mall geographies) onto mobile display with footfall-lift tracking by audience.
What we ran end-to-end.
- Geo-targeted programmatic display
- Meta + Instagram ads
- Franchisee opt-in roll-out
- Footfall measurement framework
- Offer-led creative
The outcome.
All four core audiences drove uplift. Mobile display became the primary channel; social became the audience & messaging lab. The chain walked away with a repeatable per-outlet system — and proof it moved real feet through real doors.
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