case study

How Hopdoddy drives 300+ sign-ups per month perlocation with modern loyalty and data-drivenmarketing from Thanx

Thanx helps drive high-margin growth

Increase in membership

300

Sign-ups/loc/mo (3 years in)

30%

Frequency lift of 60-day engaged guests

About

Hopdoddy: 33% more revenue and 57% more redemptions with a lower-cost reward.

Founded in 2010 in Austin, Texas, Hopdoddy Burger Bar swiftly rose as a standout in the gourmet burger realm. Amidst a backdrop of the increasingly competitive burger space, Hopdoddy recognized early on the importance of adopting more personalized and data-driven marketing strategies to not only attract customers but also to nurture and expand their existing “cult-like” fan base.

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When we partnered with Thanx, program enrollment skyrocketed and we more than doubled our active membership. We've also seen remarkable outcomes with Thanx's marketing automation - their lifecycle marketing and A/B testing features are incredibly user-friendly, and the reporting makes it easy to gauge the effectiveness of our campaigns and program adjustments.

Jennifer Faren, VP of Marketing

Hopdoddy

As a nimble marketing team, our focus is on driving results without unnecessary effort. Leveraging targeted campaigns, marketing automation, and A/B testing through Thanx, we prioritize data over intuition. For instance, when introducing new products or marketing strategies like our 'Burger of the Month,' we rely on insights rather than guesswork. By concentrating on activities that yield valuable insights or tangible outcomes, we expedite our impact. This approach not only encourages trial and cultivates loyalty but also yields valuable insights into customer preferences, enhancing marketing efficiency and ROI.

Jennifer Faren, VP of Marketing

Hopdoddy

RESULTS

Saw immediate results

Increase in frequency

30%

More revenue

$168k

In discounts saved

$16.5k

Hopdoddy’s Recipe for Success

Hopdoddy’s partnership with Thanx shows how technology and data-driven marketing fuel growth. Effective campaigns and automations open the door for continued menu innovation and deeper guest engagement.

A major loyalty upgrade

Hopdoddy transitioned from Paytronix to Thanx and immediately saw a massive uptick in membership. Since the launch, Hopdoddy has grown its customer database 5x and to this day, Hopdoddy sees ~300 sign-ups /loc/mo three years into their program tenure.

Real impact on guest frequency

Hopdoddy uses A/B testing and automated campaigns to drive incremental revenue from campaigns. A recent multi-channel campaign tested a free shake against free fries. Free fries drove 33% more attributable revenue and 57% more redemptions, with a 2% effective discount rate compared to 5% for free shakes. This increased frequency of 60-day engaged customers by over 30% and over a year, is projected to save $16.5k while generating $168k in revenue, all with zero ongoing effort.

Creating delight (and real revenue) with a secret Burger of the Month

Hopdoddy uses unique perks to differentiate their loyalty program and generate delight with regulars. A recent campaign promoting their “Secret Burger of the Month” just for loyalty members saw a 54% open rate, a 5% purchase rate and $22k in attributable revenue in just six days.

Using tiers to amplify the brand story

Hopdoddy’s tiered benefits system rewards regulars with escalating perks based on interaction and spending. With tiers like Headliner and Rockstar, echoing the brand’s rock and roll vibe, customers enjoy exclusive rewards. The top tier, Legend, offers exciting non-discount perks like early access to monthly burgers and secret menu items.

Guest engagement for every segment.

Thanx made this data actionable through lifecycle insights, A/B testing, automated campaigns, and recommendations.