More than a “campaign,” Pancheros’ recent brand push put digital and data at the center. But how do you reorganize diverse franchisees around social-first local tactics? And relaunch an app so that it nearly doubles participation? And use its data to unlock the power of fanatical customers…and the untapped power of queso? VP of Marketing Ryan Murrin serves up lessons learned in a digital-first brand makeover.

1. PANCHEROS DIGITAL
TRANSFORMATION

2. 2019 National Franchisee Conference
What the hell is a Pancheros?
Started at University of Iowa
70 Locations, 13 States
It’s all about the tortilla We mix before we roll

3. 2019 National Franchisee Conference

4. 2019 National Franchisee Conference
State of the Union: 2018
App Advertising
Social
Guest Feedback Pickup
Online ReputationLoyalty Delivery

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Guest Insights
Our guests are tech-savvy
pragmatists
Our guests are researchers
Our guests are frequent diners
& promiscuous
• They index highly for online
ordering and loyalty app
usage
• They index highly for Cord-
Cutters and streaming audio
providers like Spotify.
• They index highly for being
Informed buyers, likely
knowledgeable about
products, including
reading product labels and
shopping to take
advantage of bargains.
• More than 45% of our guests
spend $2000 - $4999 a year
on dining out, while 12%
spend more than $5000
• Our guests are dining across
categories; at fast food, QSR
& casual dining.

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Designing around the customer journey
Awareness Consideration PreferenceTransaction
Loyalty/
Advocacy

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The App
Unique Guests 87,777
•Participation Rate
was declining
•Downloads were flat
•Treating all of our
guests the same way
•Most checkins (66%)
were at Point of Sale

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Make it Relevant
Make it Central to
Marketing
Make it Useful
App & Loyalty Priorities
•Segment guests
•Build behavior-driven
campaigns
•Use it as a comms
channel
•Fix order flow
•Make it visually
appealing
•Introduce delivery
•Include tracking
•Feature in advertising
& social
•Build campaigns
around app
•Leverage our fans

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February: App Campaigns
Segmented Campaigns Compression Campaigns

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April: New Digital-First Campaign

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May: Delivery Launch
•May - National Delivery
Launch
•Paid Media, In-Store, In-
App, PR
•Results
•Delivery launch resulted in
sustained incremental sales
•Online ordering increased
•Participation Rate
increased by almost 20%
•App downloads & signups
almost tripled
Thanks to a breakthrough in burrito logistics,
Pancheros can now come to you!
So stay on that couch, grab the app,
and get Pancheros delivered to your door.
A message from your friends at the
Pancheros Dept. of Tortilla Transport.

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June: Review Management & Customer Satisfaction
Customer SatisfactionReview Management

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September: National Queso Day
•September: National Queso Day /
Queso Cup
•Paid Media, In-Store, In-App, PR
•Results
•Promotion drove 6% Comp
•506% Return on Investment
•$1.1 Million in new CLV
•Singups increased 40% during
promo
•Signups stayed 8% higher after
promo

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Updated Order Flow & Visual Appeal
October: App Update

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December: 12 Days of Pancheros
•December: Twelve Days of
Pancheros
•Paid Media, In-Store, In-App, PR
•Results
•Participation rate during promo
doubled vs. prior period last year
•47% of new guests made a
purchase in the following 2 weeks
•Beat previous online ordering
single day record by 48%
•130% increase in app downloads

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Loyalty Growth
•Participation Rate
•Increased by 54%
•Peaked at 2x vs. 2018
•Check Ins
•55.2% at Point of Sale
•28% Mobile Check-In
•Signups
•50% increase in past 6 months vs.
same period last year
•Referrals increased by 163% in Q4
vs. last year
•Referral sales more than tripled
•Unique Guests
•Increased by 38%
•Sales
•Loyalty sales increased by 37%
•Online sales increased every
quarter in 2019
•Overall sales are way up
Unique Guests 121,000

17. THANK YOU