Gamified giveaway wins the loyalty of over 1,400 customers for Villa Madina restaurants
Success Stories
Villa Madina is a Mediterranean restaurant chain with over 30 locations across Canada, priding itself on delivering “the perfect shawarma.”
Founded in 2002, it’s a brand developed and owned by the MTY Food Group, a Canadian franchisor and operator of more than 2,700 casual, fast casual, and quick service restaurants, split among more than 70 brands.
The challenges
🎯National Shawarma Day falls annually on October 15, so naturally, as a restaurant focused on providing “the perfect shawarma,” this is a date unique to Villa Madina on the MTY Food Group’s marketing calendar.
Like any national day dedicated to a particular food or dish, it presents an annually recurring marketing opportunity to restaurants providing it – a chance to stand out from their competitors for more brand awareness, and a window of excitement through which to drive more sales.
The MTY Food Group went all in on National Shawarma Day, promoting the Villa Madina brand before, during, and after the day itself to make it a month-long celebration, ultimately re-christening it: Roktober.
Specifically, they were looking for new ways to:
- Drive online sales for deliveries and pick up
- Generate loyalty among existing customers
- Drive brand awareness and capture new customers
- Celebrate National Shawarma Day
📱 Games and gamification experiences “by Drimify”
They opted to customise a Drimify Scratch Card experience – just like a traditional scratch card, but digital, and easy to integrate into different user journeys.
The digital Scratch Card – “Roktober Scratch & Win” – was loaded up with over $5,000 worth of items, including Villa Madina gift cards, various Villa Madina-branded electronics, multiple personal shawarma spits, and the latest iPhone as the grand prize.
The experience was embedded on its own landing page, which customers were directed to through their order confirmations after purchasing meals through the UEat food delivery app.
Marketing games that can be configured to your precise needs
Because the “Roktober Scratch & Win” game was specifically designed to encourage more online restaurant sales, certain restrictions and provisos were necessary to ensure only paying customers could access it.
On the data collection form prior to starting the experience, the custom format option was used to ensure order numbers were being inputted that matched the UEat order number conventions, and a dropdown menu was added for users to input their location. This meant order numbers could be easily checked through the data export to confirm winners were legitimate before sending out high ticket prizes.
Additionally, users were limited to one entry per email address per 24-hour period, and further still, prize wins were limited to one per email address, ensuring a fair distribution and a broader impact for the campaign among customers.
Results and KPIs
Key figures 🚀
- Prizes worth over $5,000 distributed to foster loyalty including 18x $100 in Villa Medina gift cards to encourage return visits
- 1,431 qualified customers engaged in the promotion
Objectives achieved 😎
- Big increase in sales from expanding on the national day and running it across the whole month
- Villa Madina brand awareness boosted across existing and new customers
- National Shawarma Day commemorated in style promoting both Mediterranean food and solidifying its association with Villa Madina
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