Case Study: Sonny’s BBQ achieves 38% boost in new customer acquisition and 200M+ impressions with ID.me

How Sonny’s BBQ Leveraged ID.me’s Technology to Support their National Nurses Week Campaign

Sonny’s BBQ, a nearly 100-location chain known for community-focused promotions, needed a reliable way to verify eligibility for offers like its free Big Pork Deal during Nurse Appreciation Week. Facing discount fraud and putting the burden of checking identities on servers, Sonny’s partnered with ID.me to use its identity-verification technology and pre-verification flow to authenticate nurses before they redeemed offers.

ID.me set up a fast pre-verification process, enrolled verified users into Sonny’s Q Crew Rewards, and lifted verification duties off restaurant staff while enabling targeted marketing to pre-verified nurses. The campaign delivered measurable impact: >3,700 new-to-file customers (38% new-customer acquisition), ~34,000 social engagements (93% positive), >200 million impressions, ~4,600 redemptions (48% of verified nurses), doubled unique email open rates and quadrupled click rates, plus 52 media mentions.

Sonny’s BBQ

Montana Coleman

BBQ Senior Manager of PR and Communications