From the Experts: How to Measure the ROI of Your Omni-Channel Digital Strategy
At the 2018 Restaurant Franchising and Innovation Summit, panelists from La Madeleine, Fazoli’s, and The NPD Group took to the stage during “I’ll Take Digital to Go” to discuss how restaurants measure the ROI of their omni-channel digital marketing strategies.
Allyson Klineman, LevelUp: “How can restaurants measure the ROI of their digital strategy?”
Warren Solochek, The NPD Group: “Our restaurant clients track ROI in 3 ways:
- What’s the average ring for digital orders versus in-store orders? Universally, if you’ve built the app the right way (and not everybody does), the digital ring tends to be higher.
- Is our digital strategy driving incremental visits? One of the things that we’ve seen in our data is that industry traffic has been pretty flat, yet digital is growing and growing.
- How frequently do my digital customers place orders? With digital, I know a guest’s identifier, I can measure over time whether I’m bringing that person back.
If you can drive one, two, or three of the aforementioned metrics, the ROI is pretty easy to measure, especially given the amount of data you have with digital versus traditional FSIs, television, and other traditional marketing channels.”
Jacqueline O’Reilly, La Madeleine: “[Digital] enables us to impact sales and traffic and actually make a difference. It doesn’t feel like we’re just throwing out an LTO and hoping they come anymore. It allows us to test and activate things, analyze them, learn from them, talk to our operating partners with better rationale, and ensure that our guests feel valued.”
Looking for more tips on pursuing a digital strategy for your restaurant? Watch the full panel, I’ll Take Digital to Go, recorded at the Restaurant Franchising and Innovation Summit 2018. To make sure you never miss out on the hottest news, stories and industry insights, subscribe to the blog here: