Guest reactivation: +17% margin in the experiment group

Mikhail describes moving Honored Guest from program penetration metrics toward guest value. End-to-end analytics connected a marketing message to a restaurant visit or delivery order, with conversion measured along the journey.

The reactivation campaign used short-lived bonus points, five customer segments and varying campaign duration, bonus amounts and send days. The published result is +40% visits, +36% total bill amount and +17% margin within the experiment group. Response patterns then informed further segmentation work.

Role and contribution

Mikhail is quoted as the head of the analytics department and loyalty program at Rosinter Restaurants.

Decisions and operating model

• Connect campaign exposure to real visits and orders.
• Segment the audience and vary offer economics and timing.
• Evaluate margin alongside visits and spending.

Result in context

These figures describe the experiment group. The article says total bill amount, not average order value, and does not disclose sample size or a complete control-group comparison.

Explore the source

• Mikhail’s commentary · five segments and experiment outcomes

Where this applies

For reactivation programs that need customer behavior and margin to improve together.