This brick and mortar restaurant has a cult following for their Chicago-style hot dogs. Looking to harness the power of direct response marketing and the reach of TV advertising, they turned to Performance TV to help them achieve measurable results.
“By combining the precision of digital media targeting with the experience of television we were able to efficiently and effectively build interest with our targets while capturing demand in the form of online orders and restaurant visits.”
SVP, Marketing & Off-Premise Dining, Portillo's Restaurant
Cost Per Visit
Site Visit Rate
Portillo’s needed a new and effective way to drive website visits and online orders while also raising brand awareness outside of Chicago, where they are currently well-established. Given the notoriously competitive restaurant industry, the challenge was driving new users to their website and brick-and-mortar locations in a measurable way.
Portillo’s, in partnership with their performance marketing agency, Net Conversion, initially turned to Performance TV because it would help them increase site visits, online orders, and in-store foot traffic, while raising brand awareness among their primary audience. By leveraging Performance TV’s full integration with the Oracle Data Cloud, Portillo’s was able to precision target third party audiences and reach households that would be receptive to their brand. Their targeting strategy included families, frequent restaurant spenders, and their competitor’s customers, all segments that were easily assembled right in Performance TV’s audience builder.
As the campaign progressed, Performance TV’s analytics and reporting showed that the advanced audience targeting helped drive a huge boost in site visits and online orders, resulting in a healthy cost per site visit. As expected, this coincided with a lift in foot traffic to Portillo’s brick-and-mortar locations. With Net Conversion’s insight and support, Portillo’s took advantage of this and began to optimize their advertising to help capitalize on this newfound performance channel.
Performance TV not only helped Portillo’s drive performance for the online side of their business, it provided reach to valuable audiences and raised brand awareness. The campaign drove a cost per visit of $3.58, which resulted in a serious boost to online orders, not to mention the revenue that was generated by foot traffic heading into their brick-and-mortar locations. Performance TV did exactly what Portillo’s hoped it would do, and a whole lot more.
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Learn how to better drive performance for your digital campaigns with this full-funnel solution.