Fast Casual: How targeting only lapsed visitors helped HuHot increase sales

HuHot Mongolian Grill recently found success through employing a new marketing technique. According to a recent article in Fast Casual, the brand's decision to implement Paytronix scoring for determining promotions has helped the company target individual customers more effectively.

"Paytronix scoring is a data-driven, predictive filter that restaurant and retail marketers can use for critical insight such as scoring guests' likelihood to visit in the next 30 days, or how likely individuals are to open a promotional email," said Lee Barnes of Paytronix.

HuHot took advantage of this technology when promoting its National S'mores Day offers in order to specifically target loyalty members least likely to make an appearance. These customers alone were sent a coupon to enjoy free s'mores with their meal, while the larger customer base was simply informed that s'mores would be a menu item.

The campaign was a success, as 237 free s'mores offers were redeemed on the day of the promotion. As a result of the targeted offers, the franchise was able to track all of the redemptions back to customers who would have been unlikely to have visited HuHot on their own.