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Case Study:
McDonald’s Franchisee Increases Sales up to 7% with Every Door Direct Mail®

Overview

McDonald’s is the world’s largest restaurant chain by revenue, serving over 69 million customers daily in over 100 counties across approximately 36,000 locations.

According to a BBC report published in 2012, McDonald’s is the world’s second largest private employer with 1.9 million employees. 1.5 million of whom work for franchises.

Eli Asfaw is a McDonald’s franchise owner operator. His organization, Addis & Company, operates multiple units (7) throughout the downtown Denver and surrounding areas.

"It’s up to us...to develop our own marketing campaigns and build awareness within surrounding communities."

Eli Asfaw Owner | Operator McDonalds

The Challenge

Reach local neighborhoods with offers promoting a downtown Denver restaurant’s Grand Re-Opening event.

In addition to corporate-backed marketing initiative, franchise operators must develop and execute their own direct marketing campaigns to drive traffic and sales to individual store locations.

To grow his downtown Denver unit, owner operator Eli Asfaw re-modeled the location to include enhanced dining areas, touchscreen ordering kiosks, a children’s PlayPlace, and modern conveniences such as McDelivery food-to-door delivery service.

The Solution

Launch consistent, local-level postcard marketing campaigns through Taradel’s turnkey Every Door Direct Mail® service.

Asfaw used Taradel’s proprietary mapping tool to identify and target postal routes containing the highest percentages of likely customers.

The postcard creative featured a Come see your new and improved McDonald’s for popular menu items. The postcard featured photographs of the newly-renovated location including images of the PlayPlace and touchscreen ordering kiosks.

The Results

  • Strong, Sustained traffic
  • 3% to 7% increase in store sales
  • Broadened local community awareness

Every Door Direct Mail®campaigns generate broad local awareness, ward off competitors, and serve as a primary driver of store traffic and sales.

“We don’t spend money on TV or radio because we have less control over that target audience. But with direct mail, we can handpick the postal routes around our restaurants - it’s targeted.”

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