Define the business outcome
Choose a measurable objective: filling a quiet daypart, introducing a new item, or bringing guests back. Define the audience and time window before selecting the offer.
- Set a baseline for the same daypart and comparable days.
- Use a clear tracking method such as a code or campaign link.
- Record campaign spend and offer economics.
Measure incremental contribution
Calculate incremental revenue less the variable costs of serving those orders. Subtract campaign spend. Profit return on campaign spend is that net contribution divided by campaign spend.
- Do not treat all attributed revenue as incremental.
- State your variable cost and incrementality assumptions.
- Show revenue return and contribution return separately.
Capture the learning
An effective campaign review records what happened, what remains uncertain, and what the next test will change. Repeatability matters more than a single impressive percentage.
- Compare results with the original goal.
- Identify service or fulfillment constraints.
- Preserve the brief and results for the next planning cycle.
Give the next step an owner and a review date.
Use this guide to structure a team conversation. Document the assumptions, choose a focused action, and revisit the result.
Explore restaurant calculatorsEducational operating guidance. Adapt the process to your restaurant and review professional matters with the relevant qualified advisers.