What we cover
Expanding into new markets — or filling white space within existing markets — is one of the most effective ways for restaurant brands to grow. It’s also one of the most expensive if early momentum doesn’t materialize.
New locations need first-time and “undecided” diners to ramp quickly, but broad discounts and rewards often erode margin and subsidize guests who would have visited anyway.
One large casual dining franchisee took a different approach, using Upside’s personalized offers to drive incremental traffic and validating profitable lift. Let’s look at how it worked.
The challenge: Ramp locations without eroding margins
Like many restaurant brands, this 300+ unit franchisee operated across a mix of mature markets, under-penetrated markets, and new and expanding trade areas. The core challenge wasn’t awareness — it was directing incremental demand to specific locations and dayparts without cannibalizing loyal guests or relying on blanket promotions.
Before committing to a full rollout, the brand needed proof that any new channel could:
- Drive new and lapsed diners
- Deliver incremental visits
- Protect margins
- Scale predictably
The approach: Pilot first, prove incrementality, then expand
The franchisee launched a controlled pilot with Upside across 46 locations in three states, using test-vs-control measurement to validate performance at the unit level.
Upside was deployed to:
- Target new and infrequent diners near each location
- Serve personalized, margin-bound cash back offers
- Adjust incentives dynamically as behavior changed
- Pay only on verified, incremental transactions
The goal wasn’t short-term spikes, but long-term behavior change.
The results: Fast ramps and sustained lift
Once incrementality and ROI were proven across the pilot, the brand expanded Upside to the rest of the 280+ locations, enabling broader test-and-learn across both new and existing markets.
Across the expanded footprint, the franchisee achieved:
- $3 million in Upside-driven sales
- 74% program ROI
- 2x visits from existing guests
- 3x visits from new and lapsed guests
- 64% reorder rate, indicating durable behavior change
Importantly, offers naturally decreased over time as guests became more frequent — preserving margin while sustaining incremental traffic.
Why this matters for Olive Garden
Olive Garden’s growth strategy similarly depends on disciplined expansion: opening new restaurants, filling suburban white space, and increasing dine-in and off-peak traffic — all while protecting everyday value and industry-leading margins.
This case study demonstrates how Upside supports that strategy through a low-risk, pilot-first approach. Brands can validate incrementality in select markets, confirm unit-level economics, and scale only after results are proven.
For Olive Garden, Upside represents an opportunity to test, learn, and expand with confidence, turning new market growth into a measurable, repeatable advantage. Ready to learn more? Reach out to our team of restaurant experts.
