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ChowNow

Powering Personalized Marketing for 1,500+ Independent Restaurants

By 2025, digital sales are projected to account for over 50% of all restaurant sales (source). Yet, many local and independent restaurants lack the resources to capitalize on the rise of digital ordering. 

ChowNow, an online food ordering service, empowers independent restaurants to get online—reducing their dependence on third-party marketplaces, and helping them thrive in the hyper-competitive pickup and food delivery space. ChowNow’s digital ordering tools, custom-built mobile apps,  and premium print and email marketing services allow restaurants to build direct relationships with their diners. 

To power their email marketing services, ChowNow relies on Iterable’s cross-channel automation capabilities. Early on, they delivered simple, custom-branded monthly promotional emails for each individual restaurant (aptly named, the Monthly Taste). These emails promoted any services available at each restaurant (for example, curbside pickup, delivery or dine-in options). Today, ChowNow offers lifecycle marketing campaigns designed to encourage repeat ordering and grow revenue for over 1,500 restaurant partners. Restaurants who participate in ChowNow’s premium email marketing services see an average ROI of 26 to 1. (Source)

“Being able to automate and personalize these campaigns for each of our restaurant partners is critical to our team’s success. There’s no way we could run campaigns at this scale without Iterable.”

Tyler Kotovsky
Tyler Kotovsky
Senior Email Production Manager @ChowNow

Automated Personalization at Scale

With Iterable’s Studio and audience segmentation tools, the ChowNow team can power restaurant-to-diner (B2B2C) communications for the 1,500+ restaurants in it’s email marketing program, in addition to powering the lifecycle program for ChowNow’s B2C marketplace app. 

To customize their email content at scale for each restaurant’s unique brand, ChowNow uses a combination of handlebar logic and snippets. Handlebar logic dynamically populates data stored on the user profile or in event data, while snippets make it easy to reuse content across multiple templates. In concert with Iterable’s robust data foundation, ChowNow is able to deliver personalized communications to diners on behalf of their 1,500+ restaurant partners.

“Prior to Iterable, our email program took three people an entire month to run. Now, one person can manage it for all our restaurants in 10-20 hours a month.”

Tyler Kotovsky
Tyler Kotovsky
Senior Email Production Manager @ChowNow

Helping Restaurants Thrive in Spite of COVID-19

When the COVID-19 pandemic sent shockwaves through the industry, ChowNow jumped in to provide the critical technology and marketing support their restaurant partners needed—informing diners of updates to restaurant hours, services offerings, and more. Within days of widespread closures, ChowNow was able to segment and communicate with over 2.6 million diners with updates on their favorite local restaurants.

In the first four months, ChowNow drove one million additional orders  for ChowNow’s restaurant partners. 

ChowNow also introduced a loyalty program, Loyal Local Memberships, that allowed diners to purchase a yearly membership in exchange for discounts at their favorite restaurants. This new offering provided the immediate revenue independent restaurants needed as they grappled with the impact and uncertainty of the COVID-19 pandemic, while also building diner loyalty. Today one-third of Loyal Local Memberships purchased are driven by ChowNow’s B2B2C email program.

Results

1.3 million users receive Monthly Taste on behalf of 1,500 ChowNow restaurants, with an average conversion rate of 6.5% and an average of 26X ROI.

Decrease from 500 hours to 10-20 hours a month to manage email marketing for over 1,500 restaurant partners

33% Loyal Local Memberships purchased attributed to email marketing through Iterable

1 million additional orders driven to independent restaurants through COVID-19

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