Case Study: Buffalo Wild Wings achieves 4.6x Return on Ad Spend with Adentro

Buffalo Wild Wings and Zenreach use old-school marketing technique to attract customers during pandemic

Buffalo Wild Wings, the 1,200-location casual dining and sports bar chain, faced a marketing attribution challenge when COVID-19 closures led corporate social accounts to run the same promotional offers as a suburban Atlanta franchisee. That made it impossible to tell whether customer responses came from corporate or local ads. The franchisee worked with Adentro, using its social and email marketing and measurement services, to try to isolate and prove the impact of local campaigns.

Adentro paused franchisee ads that mirrored corporate promotions, then launched a franchise-specific campaign that required callers to mention the offer when placing pickup or to-go orders so redemptions could be tracked in the point-of-sale system. Working with the franchisee to analyze transactions, Adentro demonstrated a 4.6x return on ad spend (ROAS) for the campaign after 25 days, allowing the brand to directly tie social marketing to measurable sales.

Buffalo Wild Wings

Nalin Chopra

Marketing Manager