Las Vegas QSR — 90-Day Media Pilot 2026 | Brandtailers
2026

Las Vegas
90-Day Media Pilot

A controlled, data-driven growth program across two Las Vegas locations — proving that paid acquisition, identity capture, and retention can work as one coordinated system to deliver sustainable, measurable guest growth.

2
LV Locations
$15K/mo
Media Budget
90
Day Pilot
4
Paid Channels
Google SearchPerformance MaxMeta ProspectingYouTube AwarenessPunchh LoyaltyAttentive SMSBikky SegmentationIdentity CaptureAudience SuppressionClosed-Loop AttributionSecond Visit RateInsanely Smart Ideas™ Google SearchPerformance MaxMeta ProspectingYouTube AwarenessPunchh LoyaltyAttentive SMSBikky SegmentationIdentity CaptureAudience SuppressionClosed-Loop AttributionSecond Visit RateInsanely Smart Ideas™
Market Baseline

Location Insights

Both Las Vegas locations generate steady first-time traffic, but acquisition is not yet engineered for scale or quality. A structured prospecting strategy will expand reach within the trade area, increase new identifiable guests, and feed the lifecycle engine with higher-value customers — strengthening every downstream metric that follows.

Guest Traffic
  • Weekly transactions ramp to 480–500+ per week
  • New guest volume: 210–260 new guests/week
  • Average order value climbs quickly: $8.40 → $19–$22
  • Known guest transaction rate: ~69%
Loyalty & Email Penetration
  • Loyalty penetration: ~11% → ~14%
  • Email penetration: ~13% → ~21%
  • Steady growth but modest — significant headroom for identity capture remains
Guest Lifecycle — The Key Insight
  • ~75% of all guests are first-time visitors
  • Only ~6% reach "engaged" repeat guest status
  • Retention cohorts are very small — the habit loop isn't forming
  • Getting to visit #2 is the single biggest growth opportunity
Revenue Mix
  • Pickup dominates overall revenue
  • Toast, Koala, Grubbrr, and Punchh all contribute meaningfully
  • No single digital source monopolizes revenue — healthy distribution
  • Performance issue is downstream (retention), not top-of-funnel
Guest Traffic
  • Weekly transactions average ~980 per week
  • New guest volume: ~310 new guests/week
  • Average order value ranges ~$19.50 → ~$28.75
  • Known guest transaction rate: ~65–66%
Loyalty & Email Penetration
  • Loyalty penetration: ~20–21%
  • SMS penetration: ~51–52%
  • Email penetration: ~26–27%
  • Identity capture is materially stronger than Summerlin
Guest Lifecycle — The Key Insight
  • ~65% of all guests are first-time visitors
  • Only ~9% reach "engaged" repeat guest status
  • Onboarding + re-onboarding combined: ~23%
  • Getting to visit #2 remains the primary growth lever
Revenue Mix
  • Pickup dominates revenue (~50%)
  • Delivery contributes ~30%
  • In-store contributes ~20%
  • Revenue diversified across Toast, Punchh, Koala, Grubbrr, etc.
  • Similar downstream retention opportunity exists
~69%
Known Transactions
~14%
Loyalty Penetration
~21%
Email/SMS Penetration
~75%
First-Time Guests
The Blueprint

Pilot Overview

This is not a standard media buy. It's a controlled proof of concept designed to validate a coordinated growth system across both Las Vegas locations.

01 — Objective
Validate the System-Led Growth Model
Prove that a QSR brand can achieve sustainable guest growth by treating paid acquisition, identity capture, and CRM retention as one integrated system — not three separate programs.
02 — Approach
Paid Acquires. Owned Retains.
Paid media targets only unknown guests. Once a guest is identified, ownership shifts entirely to Punchh and Attentive — no overlap, no cannibalization, no wasted spend on guests already in the funnel.
03 — Data Activation
Insights Drive Every Decision
Behavioral data from Bikky and transaction data from Olo/Toast inform segmentation, suppression logic, creative strategy, and lifecycle decisions. Nothing is guessed.
04 — Success Definition
Downstream Business Outcomes — Not Just Media Metrics
We measure new known guest growth, second-visit rate, attach rate, and 60-day retention curves. Clicks and impressions are inputs. Guest behavior is the output that matters.
The Stack Owns the Customer.

Operating Model

Every guest at every stage has a designated channel owner. This discipline prevents paid dollars from cannibalizing CRM relationships — and is what makes the entire system credible.

Paid Media
Meta · Google · YouTube · Programmatic
↓   Unknown guest acquired
Identity Capture
Punchh · Olo · Toast
↓   Guest becomes known — ownership transfers
CRM Activation
Attentive SMS · Punchh Loyalty
↓   Owned channel takes full ownership
Behavior Lift
Frequency · Attach Rate · AOV Growth
Acquisition → Identity → Behavior → Retention

Our Strategy

Brandtailers operates as the connective layer between paid acquisition and first-party retention. We don't optimize media in isolation — we architect a coordinated model where paid and owned channels work as one engine.

Paid channels are responsible exclusively for unknown guests. Once a guest becomes identifiable, full responsibility transfers to the owned ecosystem. This means implementing paid-platform suppression using CRM-exported identity lists refreshed weekly to reduce overlap between acquisition and known guests.

The objective isn't simply to drive traffic — it's to grow the pool of known, reachable guests who can be nurtured into lifetime customers. Success is measured by how newly acquired cohorts behave over time, not by last-click ROAS.

Behavioral Intelligence: Bikky and Olo/Toast data informs who we target, what creative we run, and which behaviors we prioritize — before a single ad launches.
Suppression Discipline: Daily audience syncing ensures paid media never reaches loyalty members, recent purchasers, or active CRM recipients — protecting margin and proving true incrementality.
Cohort-Based Measurement: We track newly acquired guest cohorts over 30, 60, and 90 days — second-visit rate, attach behavior, frequency lift — against a clear pre-pilot baseline.
Scalable Blueprint: Every decision is documented. The Las Vegas pilot creates a replicable operating model that can extend to any additional market beyond Nevada.
Prospecting Without Cannibalization

Audience Architecture

Every guest segment has a designated channel owner and strict suppression rules. Paid media never touches guests already in owned channels. Refreshed weekly at minimum.

01 — Paid Only
Unknown Guests
Owner: Meta · Google · YouTube · Programmatic
Paid Platform Controls
  • Suppress known loyalty members (Punchh export)
  • Suppress SMS/email subscribers (Attentive export)
  • Suppress recent identifiable purchasers
  • Prospecting campaigns only
02 — CRM Onboarding
New Known Guests
Owner: Punchh + Attentive
Lifecycle Controls
  • Immediately transition from paid acquisition to CRM onboarding
  • Deliver time-bound second-visit incentive
  • Prevent overlapping lifecycle broadcasts
  • Focus on accelerating 2nd visit
03 — Habit Builder
Active Repeat (2–3 Visits)
Owner: Punchh Primary, Attentive Support
Habit-Building Controls
  • Reduce discount depth over time
  • Emphasize menu exploration + attach
  • Shorten time between visits
  • No acquisition messaging
04 — VIP Protection
High-Value Guests
Owner: CRM (Punchh + Attentive)
VIP Protection Controls
  • No aggressive discounting
  • Prioritize premium positioning
  • Protect margin + AOV
  • Limit incentive-driven messaging
05 — Reactivation
Lapsed Guests (30–60+ Days)
Owner: CRM (+ Paid layer if needed)
Reactivation Controls
  • Triggered by inactivity threshold
  • Stronger time-bound incentive
  • Menu-specific targeting where possible
  • Clear urgency window
Weekly Cadence
Audience Refresh Cadence
Minimum: every 7 days across all segments
How It Works
  • CRM exports identity lists weekly
  • Paid platforms refresh suppression lists weekly
  • Ensures acquisition remains prospect-focused
Measuring Beyond Clicks

Success Framework

Every KPI is tied to a real business outcome. Media efficiency is an input — guest behavior is how we keep score.

Acquisition Metrics
Did we bring in new, identifiable guests?
  • Cost per new known guest acquired
  • % of transactions tied to known guest IDs
  • First-order conversion rate from paid
Behavior Metrics
Are they coming back and spending more?
  • Second-visit rate within 30 days
  • Attach rate change (add-ons per order)
  • Average order value shift over time
Retention Metrics
Are we building durable relationships?
  • 60-day retention curve vs. baseline
  • Frequency lift for acquired cohort
  • Revenue stabilization or lift vs. control
Weeks 1–4 · Early
Leading Indicators
  • Known guest capture growth
  • First-order conversion rate
  • Identity penetration rate
Weeks 5–10 · Mid
Behavioral Indicators
  • Second-visit rate improvement
  • Attach rate increase
  • Frequency acceleration
Weeks 10–13 · Lagging
Revenue Indicators
  • Revenue stabilization or lift
  • Cohort LTV vs. baseline
  • Blueprint validated for scale
90-Day Media Plan

Media Recommendation

Four channels, each with a distinct and accountable role. $15,000/month total — every dollar mapped to a specific KPI tied to a real business outcome.

Google Search
Local non-brand + competitor keywords. Captures high-intent demand — people actively searching for somewhere to eat, right now.
$4,500
Per Month
$13,500 / 90 days
Primary KPIs: Cost per first order · Conversion rate · Top-of-page impression share
Google Performance Max
Store Goals / Directions. Always-on local presence that drives incremental store visits and direction requests within the trade area.
$3,750
Per Month
$11,250 / 90 days
Primary KPIs: Cost per store visit · Incremental visits vs. baseline
Meta — Facebook & Instagram
Prospecting video + first-order conversion. Broad discovery and identity capture, paired with strict suppression to prevent cannibalization of existing guests.
$4,500
Per Month
$13,500 / 90 days
Primary KPIs: Cost per new known guest · Cost per first purchase
YouTube
Trade area awareness. An efficient reach layer that creates demand and supports search and social conversion — kept lean and controlled during the pilot.
$2,250
Per Month
$6,750 / 90 days
Primary KPIs: Unique reach · Cost per completed view · Branded search volume lift
Total Pilot Investment
$15,000
Per Month
$45,000
90-Day Total
Identity Capture & Loyalty Growth

Punchh Loyalty

Punchh serves as the primary identity export source for paid suppression lists. The primary goal: increase the share of Las Vegas transactions tied to a known, reachable guest.

Four-Tier Offer Architecture

1
Acquisition Offer — First → Second Visit
Time-bound (7–10 days). Designed to pull the guest back before the habit window closes. This is the most critical offer in the system.
2
Frequency Builder — 2–3 Visit Guests
Moderate incentive that decreases in depth as habit forms. Goal: shorten time between visits and build menu exploration behavior.
3
Lapsed Reactivation — 30+ Days No Visit
Stronger incentive used only for lapsed cohorts. Clear urgency window. Menu-specific targeting where behavioral data allows.
4
Premium Upsell — High-Value Guests
Minimal discount. Focused on attach rate and AOV lift. High-value guests don't need discounting to visit — don't train them to expect it.

Guest Lifecycle Journeys

A
First Visit → Second Visit
Trigger: First transaction recorded
▼
Day 1–2: Welcome + next-visit incentive (7–10 day window)
Day 7: Reminder if unused — gentle urgency
🎯 KPI: Second visit within 10 days
B
2–3 Visit Habit Builder
Trigger: Second or third visit recorded
▼
Encourage menu exploration and attach behavior
Decrease discount depth over time as habit forms
🎯 KPI: Shorter visit intervals + attach rate increase
C
Lapsed Guest Recovery
Trigger: No visit in 30–45 days
▼
Targeted incentive with a clear urgency window
Menu-specific offer where behavioral data permits
🎯 KPI: Reactivation rate above baseline
D
High-Value Guest Upsell
Trigger: High AOV or high attach behavior detected
▼
Premium positioning — no heavy discounts
Limited-time menu highlights and exclusivity cues
🎯 KPI: AOV growth + trade-up behavior
SMS Lifecycle & Frequency Governance

Attentive SMS

SMS converts first visits into second visits — then builds lasting frequency through disciplined lifecycle sequencing and frequency governance.

Segmentation Logic Weekly Refresh
Core SMS Segments
  • First-time guest (onboarding flow)
  • 2–3 visits (habit-building phase)
  • 4+ visits (loyal regulars)
  • High AOV (premium upsell candidates)
  • Lapsed 30 days (early reactivation)
  • Lapsed 60+ days (strong reactivation offer)
  • Menu-specific affinity (where data permits)
Lifecycle Governance
Governance
  • 3–5 day buffer after purchase before follow-up
  • Protect high-frequency guests from heavy discounting
  • Cap promotional SMS at 1–2 per week
  • Throttle messaging for low-engagement users
  • Sunset fully inactive users
SMS Success KPIs
  • Opt-out rate (below threshold)
  • Click rate per message sent
  • Revenue per message sent
  • Spam/complaint rate
Closed Loop
This coordination is
what makes the
system credible.
Paid Media
Acquires Unknowns
→
Identity Capture
Guest Becomes Known
→
SMS + Loyalty
Converts & Retains
→
Bikky Data
Feeds Lookalikes
→
Back to
Paid Media ↺
Bikky + POS Alignment

Data Infrastructure

Bikky provides behavioral intelligence. Olo and Toast are the transaction source of truth. Together they power every targeting, suppression, and creative decision in the pilot.

Bikky — Behavioral Intelligence
Segmentation Responsibilities
  • Build behavioral cohorts: high-frequency, high-AOV, lapsed, value-seeking
  • Identify high-LTV guest characteristics and early churn signals
  • Create exportable segments for CRM and paid media activation
Activation Support
  • Inform lookalike seed audiences for paid media
  • Guide offer strategy and lifecycle messaging in Punchh and Attentive
  • Identify menu items and bundles to emphasize in creative
  • Provide post-campaign behavioral validation
Olo & Toast — POS Source of Truth
Conversion & Event Tracking
  • Define which transaction events matter: first order, repeat visit, attach, trade-up
  • Align event definitions across Olo and Toast to prevent double-counting
  • Validate conversion data feeds properly into Bikky, Punchh, and reporting
Identity & Data Alignment
  • Audit how guest identity is captured across both platforms
  • Ensure digital and in-store transactions are tied to known guests where possible
  • Confirm required data fields (email, phone, loyalty ID) are consistently captured
  • Identify identity gaps that impact suppression and CRM growth