case study

How Salt & Straw Used Thanx Web Ordering to Drive Higher Digital Revenue

Thanx helps drive high-margin growth

+45%

Revenue per engaged session

+22%

Higher average check

More CRM enrollment at checkout

About

More Revenue Per Session, 9x More CRM Capture

Salt & Straw, an elevated artisanal experience in handcrafted ice cream, wanted to determine which web ordering experience would drive stronger digital revenue performance. Rather than relying on assumptions, the team ran a controlled A/B test comparing their default ordering experience from their ordering provider with Thanx Web ordering.

The results were decisive. Thanx generated significantly higher revenue per engaged session, higher average check, and dramatically stronger CRM enrollment during checkout. With stronger monetization and full transaction attribution, Salt & Straw selected Thanx as its web ordering experience.

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We wanted to determine which web ordering experience truly performed better for our business. The data showed not only no downside—but clear upside in spend and CRM capture.

Erika Borges, Head of Digital Growth & Customer Platforms

Salt & Straw

RESULTS

Salt & Straw saw immediate results

Higher revenue per engaged session

45%

Higher average check

22%

More CRM enrollment at checkout

What Made It Work

‍

Menu-First Ordering Increased Browsing Depth

One structural difference between the ordering experiences had a measurable impact on guest behavior. While the default experience required guests to select a location first, Thanx Web opened directly to the menu.

This allowed guests to immediately browse flavors and products, increasing item views, cart activity, and ultimately basket size. The result was significantly higher revenue generated from each engaged session.

Larger Baskets Drove Higher Average Check

The improved ordering flow encouraged guests to explore more items before completing their purchase. Across reporting sources, average check was consistently higher on Thanx Web, increasing by approximately 22%.

For a premium brand like Salt & Straw, this demonstrated that the ordering experience itself can influence purchase behavior—not just transaction volume.

Loyalty at Checkout Transformed CRM Capture

The most dramatic difference emerged in customer identification. During the test period, roughly 80% of guests who began checkout on Thanx Web were added to Salt & Straw’s CRM, compared with just 9% through the default ordering experience.

This resulted in approximately nine times more CRM enrollment, dramatically expanding Salt & Straw’s ability to engage guests through lifecycle marketing and loyalty.

Full Transaction Attribution

Thanx also enabled complete visibility into digital revenue. One hundred percent of digital orders placed through Thanx Web were attributable to identifiable loyalty customers, compared with just 24% through the alternative experience.

This level of attribution gives Salt & Straw clearer insight into customer behavior and the long-term value of its digital ordering channel.

Guest engagement for every segment.

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