Trackable campaigns help make every marketing dollar count

When one restaurant group got granular about its marketing ROI, it drove $400K in revenue

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Trackable campaigns help make every marketing dollar count

When one restaurant group got granular about its marketing ROI, it drove $400K in revenue

Explore plans

Contact sales

Fast facts

	Restaurant name: Sage Hospitality
	Type of restaurant: Restaurant group
	Locations: 33 locations nationally
	Year founded: 2005
	$400k+ in total revenue attributed to marketing in one quarter
	$150k+ of ROI generated from automated email marketing campaigns

Without the right tools, even major restaurant groups approach marketing based on gut feelings and best guesses. When Heather Dratler joined Sage Restaurant Concepts in November 2019 as Vice President of Marketing and Brand Integrity, one of her top priorities was tying marketing efforts to revenue so the restaurant group could make the most data-driven marketing decisions possible.

She wanted to find out exactly which initiatives led directly to butts in seats and which didn’t. This detailed intel would help her use the marketing budget and other resources more efficiently. Dratler turned to OpenTable to help track returns on marketing investments across multiple channels, and provide tools to decrease workload across the growing group.

Prioritizing intuitive tools that work for them, not the other way around

When Dratler joined Sage, they used outdated marketing tools that lacked automation, segmentation, and the ability to tie metrics to efforts. Plus, various locations in the group used different tools, with little consistency.

“We looked at a variety of reservation tools that were said to have robust tracking capabilities, but OpenTable was the best for tracking more granularly at the campaign level, for the ability to create unlimited tracking links, and for integrating directly with our POS systems.”

Sage Restaurant Concepts needed greater visibility into their marketing by bringing all the right data together in an actionable view, plus providing the tools to take action for Dratler and her team.

Fast facts

	Restaurant name: Sage Hospitality
	Type of restaurant: Restaurant group
	Locations: 33 locations nationally
	Year founded: 2005
	$400k+ in total revenue attributed to marketing in one quarter
	$150k+ of ROI generated from automated email marketing campaigns

Without the right tools, even major restaurant groups approach marketing based on gut feelings and best guesses. When Heather Dratler joined Sage Restaurant Concepts in November 2019 as Vice President of Marketing and Brand Integrity, one of her top priorities was tying marketing efforts to revenue so the restaurant group could make the most data-driven marketing decisions possible.

She wanted to find out exactly which initiatives led directly to butts in seats and which didn’t. This detailed intel would help her use the marketing budget and other resources more efficiently. Dratler turned to OpenTable to help track returns on marketing investments across multiple channels, and provide tools to decrease workload across the growing group.

Prioritizing intuitive tools that work for them, not the other way around

When Dratler joined Sage, they used outdated marketing tools that lacked automation, segmentation, and the ability to tie metrics to efforts. Plus, various locations in the group used different tools, with little consistency.

“We looked at a variety of reservation tools that were said to have robust tracking capabilities, but OpenTable was the best for tracking more granularly at the campaign level, for the ability to create unlimited tracking links, and for integrating directly with our POS systems.”

Sage Restaurant Concepts needed greater visibility into their marketing by bringing all the right data together in an actionable view, plus providing the tools to take action for Dratler and her team.

Setting up robust ROI tracking for marketing

With OpenTable’s Relationship Management solution, Dratler integrated her email marketing tool, Emma, to open up new opportunities:

“Our email marketing has really completely transformed. We now have the ability to set up automated campaigns, leveraging both the relationship management features and features within Emma itself. And we’re able to send dedicated campaigns with our branding and track ROI on those.”

We also helped Dratler take marketing tracking even further beyond email with OpenTable’s marketing tracking feature to embed trackable reservation links and widgets on their websites and in their other digital channels.

The best part about it? The tracking links are specific, actionable, and endless in number.

“With OpenTable, I have the complete ability to create as many tracking links for as many channels and campaigns as I want. That has allowed us to get really granular on tracking everything that we do and say, ‘Hey, this marketing channel is working, we should focus our efforts here.’ It even helps us answer the question of, ‘when I do have budget for paid marketing, where should I put it?’ I know which channels are converting the most covers and revenue for us because of OpenTable.“

Setting up robust ROI tracking for marketing

With OpenTable’s Relationship Management solution, Dratler integrated her email marketing tool, Emma, to open up new opportunities:

“Our email marketing has really completely transformed. We now have the ability to set up automated campaigns, leveraging both the relationship management features and features within Emma itself. And we’re able to send dedicated campaigns with our branding and track ROI on those.”

We also helped Dratler take marketing tracking even further beyond email with OpenTable’s marketing tracking feature to embed trackable reservation links and widgets on their websites and in their other digital channels.

The best part about it? The tracking links are specific, actionable, and endless in number.

“With OpenTable, I have the complete ability to create as many tracking links for as many channels and campaigns as I want. That has allowed us to get really granular on tracking everything that we do and say, ‘Hey, this marketing channel is working, we should focus our efforts here.’ It even helps us answer the question of, ‘when I do have budget for paid marketing, where should I put it?’ I know which channels are converting the most covers and revenue for us because of OpenTable.“

“OpenTable has, in my opinion, the most robust suite of technology features that allow you to connect what’s happening in your restaurant to your greater marketing stack.”

Heather Dratler, Vice President of Marketing and Brand Integrity
Sage Restaurant Concepts

Tracking the $400k impact and more

For Sage Restaurant Concepts, robust marketing tracking has been a game changer: “Arming our teams with the ability to take these numbers back to ownership, it’s just something we’ve never been able to do before. As an organization, we went from not being able to attribute any revenue directly to marketing efforts, to attributing 9% of all revenues directly to marketing efforts. We went from ‘we think’ to ‘we know’.”

In the last quarter of 2020 alone, during a pandemic no less, Dratler says, “we’ve directly attributed $410,000 of revenue to our marketing efforts because of the tracking features that OpenTable offers.”

As another added bonus, Dratler and Sage Restaurant Concepts saw significant financial savings from consolidating their tools: “I was able to save our restaurants quite a bit of money just by creating a tech stack that was totally integrated and changing some of our vendors. It made a big difference.”

Tracking the $400k impact and more

For Sage Restaurant Concepts, robust marketing tracking has been a game changer: “Arming our teams with the ability to take these numbers back to ownership, it’s just something we’ve never been able to do before. As an organization, we went from not being able to attribute any revenue directly to marketing efforts, to attributing 9% of all revenues directly to marketing efforts. We went from ‘we think’ to ‘we know’.”

In the last quarter of 2020 alone, during a pandemic no less, Dratler says, “we’ve directly attributed $410,000 of revenue to our marketing efforts because of the tracking features that OpenTable offers.”

As another added bonus, Dratler and Sage Restaurant Concepts saw significant financial savings from consolidating their tools: “I was able to save our restaurants quite a bit of money just by creating a tech stack that was totally integrated and changing some of our vendors. It made a big difference.”

Let’s do this

Explore plans

Contact sales