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St-Hubert

Brunch Launch: Leveraging unique mobile IDs to reach a new audience

St-Hubert

The Challenge

St-Hubert, a part of Cara Group, is an iconic Quebec restaurant franchise founded in 1965, with a network of 122 restaurants in Eastern Canada. A popular, household name in the French Canadian restaurant market, St-Hubert dining rooms have become a popular gathering spot for millions of families and friends for more than five decades. 

As the restaurant industry continues to evolve and diners become increasingly critical of culinary experiences, St-Hubert sought an opportunity to attract a new target audience. Amongst the latest growing culinary trends, the restaurant franchise chose to launch a new brunch offering to attract a new, urban and trendy audience.  

St-Hubert mandated iProspect to develop a launch strategy to attract the new target audience to St-Hubert restaurants during brunch hours. 

Along comes Facebook. Social media may only have been widespread for the last few years personal touch has allowed retailers to invest heavily in activity that is simultaneously branding and DR.

Furthermore, there's always been a logical relationship between social media and brand awareness and loyalty, which surely must increase visits and sales. We've had plenty of studies suggest as much, and gradually social has become an accepted, part of the marketing mix.

iProspect partnered with Facebook, EE and Vizeum (our Dentsu Aegis Network partner agency) to trial highly experimental technology, combining hyperlocal Facebook ad targeting with all-new tracking technology from EE to test the audacious hypothesis that social advertising as an isolate variable could be proven to drive in-store foot traffic.

The Results

unique mobile IDs generated

260K

ROAS

$21

Serving the right message at the right time to attract competitor diners drove a new audience to the restaurant.

increase of in-restaurant traffic during Brunch hours

+35%

St-Hubert 3

The Strategy

The competition of restaurant brunch offerings within the Quebec market was strong and challenged iProspect to devise a strategy that would not only attract the desired audience, but serve the right message at the right time.  

In order to achieve this, iProspect implemented a mobile strategy to target diners who recently visited a competing brunch restaurant (top 20) in the last 90 days. Once identified, the goal was to serve them an ad for the St-Hubert brunch offering at the most opportune moment.