Buffalo Grill x PayLead : How to drive acquisition and loyalty with transaction-based marketing

The Goal? Increase restaurant traffic by attracting new customers and retaining existing clients.

Key results

Since 2015, French consumers have voted Buffalo Grill their favorite sit-down restaurant chain, solidifying its leadership position among restaurant chains in France with over 350 locations.

The Brand's Objectives

Despite inflationary pressures, Buffalo Grill continues to seek market share growth. In September 2023, Alexia Le Duey, Acquisition and Media Manager at Buffalo Grill, initially partnered with PayLead to effectively recruit new customers (those who hadn't visited Buffalo Grill in the past 12 months, with a 10% CPA). Early results quickly confirmed our collaboration's effectiveness.

Taking It Further: Personalizing Cashback Offers Based on Customer Type

In 2024, Buffalo Grill's Marketing team decided to expand their strategy. Building on insights from our first campaign, they now use cashback not only to recruit new customers but also to retain existing occasional customers (those with a maximum of 2 purchases in the last year, with a 5% CPA).

The Added Bonus: Increased Visibility!

We offered these personalized offers to eligible audiences through our banking partners, including BNP Paribas, Crédit Mutuel Arkéa, and Bankin'. Beyond the inherent visibility of these targeted offers, Buffalo Grill frequently benefited from these partners' media reach through additional communications (newsletters, in-app carousels and tiles, etc.).

Cashback Campaign Results

After 9 months, the Buffalo Grill team can confirm that our collaboration helped the brand achieve its main objectives:

· New Customer Acquisition (the brand's primary goal):

94% of customers activated during the campaign hadn't dined at Buffalo Grill in the past 12 months, and 23% of these have already returned to one of their restaurants.

· Retention of Occasional Customers :

66% of activated occasional customers dined at least once more at a Buffalo Grill restaurant after activation. A quarter of them even made more than 3 purchases within three months of the campaign launch!

Overall, Buffalo Grill's market share jumped as soon as our partnership began. When only the acquisition campaign was active, the brand gained 1.2 market share points compared to the same period the previous year. After adding the loyalty strategy, this increase reached 1.5 points, primarily at the expense of fast-food chains.

This campaign was a resounding success, resulting in significant market share gains and generating over 3 million euros in revenue, representing a 14x return on investment (ROI).

Alexia Le Duey emphasized: "We're delighted with our collaboration with PayLead, which allows us to effectively target the right customers and successfully meet our business objectives.