Case Study — Restaurants

D Spot Dessert Cafe — one system, 60+ locations.

A dessert cafe chain running national campaigns across three store formats. We build the offers, run the media, manage the creators, and route every customer into a database D Spot owns — with revenue tracked per location.

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01 — The client

Dessert is the draw. Repeat visits are the business.

D Spot Dessert Cafe is a Canadian dessert chain built on crepes, croffles, kunafa and Belgian creations — with a full savoury menu behind it. It runs three store concepts (Full, Hybrid and Express) across Canada and the US — 60+ locations active or in construction — which means every campaign has to work everywhere, with different menus and different capacity.

Industry: Dessert cafeMulti-unit, franchise
Locations: 60+Active or in construction · Canada & US
Scope: Full marketing stackStrategy through execution
Engagement: Ongoing

02 — What we run for them

Campaigns that end in a customer record.

A dessert promotion that drives a busy Saturday and leaves nothing behind is a cost, not a campaign. Every D Spot campaign we run terminates in the same place: a diner in an owned database, attached to the location and the campaign that produced them.

The infrastructure — Diner On Demand

Diner On Demand is the infrastructure that runs D Spot Rewards. The loyalty program diners see is ours underneath — an in-store QR issues a digital wallet card, no app download and no account creation, and from that point the diner is a known customer rather than an anonymous transaction. Stamps, prize draws and Scan & Score all run on it.

That is what makes per-location revenue attribution possible at all: the campaign, the visit and the customer are the same record. The database belongs to D Spot and exports with them.

What Diner On Demand shows

Average customer lifetime value panel beside a coach panel recommending a push to installed cardholders — **Lifetime value, and the next move** It does not just report. It names the action worth taking — here, a push to the 3,847 diners who already hold a card, which costs nothing to send.

Daypart table showing visits and share across midday, afternoon, evening, late night and after midnight — **When guests actually walk in** 86% of visits land after 5pm. That is what decides when the ads run and when the push goes out — not a guess about dinner hours.

Campaign performance table showing cards issued, visits produced, revenue and lifetime value per card type — **Every dollar traced to the card that earned it** Each card type, how many were issued, the visits they produced and the revenue behind them — stamp card, first-visit coupon and VIP reward, separately.

Revenue by month chart covering twelve months for a single D Spot location — **Twelve months, one store** Revenue by month for this location alone. Figures are redacted throughout — the shape is the point, not the numbers.

D Spot rewards card in a customer's phone wallet, showing stamp progress toward a free croffle — **The diner's side of the same record** Stamps toward a free croffle, issued to the phone wallet by an in-store QR. No app download, no account creation.

Strategy

Campaign planning
Offer architecture
Promotional calendar
Budget management

Services

Paid media
Content production
Email & SMS
Influencer management
Reputation management

Platforms

Meta Ads
Google Ads
Diner On Demand
newReview

Network

TikTok creators
Instagram creators
Food photographers
Videographers

03 — Feature campaigns

Two campaigns. Same machine underneath.

One built around a tournament and a points card. One built around a $14.99 menu and a study table. Different offers, different seasons — the same acquisition and capture system running behind both.

Jun 1 – Jul 19, 2026

Big Game Bites — Scan & Score.

A seven-week tournament campaign built on a points card, game-day combos and party trays. The mechanic did double duty: it drove repeat visits during the tournament, and it filled the customer database while doing it.

Scan & Score — the campaign film. Plays muted; tap for sound and it restarts from the top.

The mechanic

Scan

An in-store QR issues a free points card. No app, no download — the friction that normally kills loyalty sign-ups is gone.

Score

Points accrue on every purchase, and more points mean more draw entries. Spend and visit frequency both become the game.

Win

Draws ran throughout the tournament — group stage through the final — so there was a reason to return for seven straight weeks.

Built to move the slow hours

2× points Points Power Hour — double points daily between 1 PM and 5 PM, aimed squarely at the dead stretch between lunch and dinner.

Up to 25% Five game-day combos — pizza, wings, poutine, burgers, crepes and dirty sodas, priced against ordering separately.

10–15% Party trays — pasta, wings and salad trays serving 10 to 20, moving the campaign from single tickets to watch-party orders.

The prize ladder

Group stage Cakey Crepe — a low-cost, high-frequency win that keeps early entrants playing.

Round of 32 $50 gift card — redeemable in-store, so the prize itself drives another visit.

Final $100 gift card — the headline prize anchoring the whole seven weeks.

The story set

Eight stories ran the campaign across Instagram and Facebook — the offers, the mechanic, and two interactive slider polls that turned a broadcast into a conversation. Every location got the same set.

Campaign key visual — Big Game Bites story creative — **Campaign key visual**Jun 1 – Jul 16

Combo Deals — Big Game Bites story creative — **Combo Deals**In-store only

Game Trays — Big Game Bites story creative — **Game Trays**Online only

Scan & Score — Big Game Bites story creative — **Scan & Score**Wallet card, no app

Small Pasta Tray — Big Game Bites story creative — **Small Pasta Tray**Feeds 10

Large Pasta Tray — Big Game Bites story creative — **Large Pasta Tray**Feeds 20

Wing flavour slider — Big Game Bites story creative — **Wing flavour slider**Interactive

Soccer obsession — Big Game Bites story creative — **Soccer obsession**Interactive

In-store collateral

Tent cards on every table and window posters cut two ways — one for Full and Hybrid stores, another for Express, because the combo line-up differs by format. The Scan & Score QR lives on the tent card, which is where the database actually gets filled.

Combo Deals tent card — Big Game Bites in-store collateral — **Combo Deals tent card**All five combos

Window poster — Big Game Bites in-store collateral — **Window poster**Full & Hybrid stores

Product photography

Small Pasta Tray — Big Game Bites — Small Pasta Tray

Large Pasta Tray — Big Game Bites — Large Pasta Tray

Large Salad Tray — Big Game Bites — Large Salad Tray

Aug 28 – Oct 18, 2026

Back to School — Semester Sweets.

A fixed-price dessert menu wrapped in a positioning play: not a discount, but a reason to treat D Spot as the place you go to study. Seven weeks, six desserts, one price.

Semester Sweets — the campaign film. Plays muted; tap for sound and it restarts from the top.

The offer

$14.99 Six signature desserts at one price — Chill to the Cone, Majestic Croffle, Warm & Loving Crepe, Krunchy Kunafa Croffle, Kunafa Delight Crepe and Shortcake Smash.

In-store Deliberately not available on delivery. The offer buys a seat, not just a sale — which is the entire point of the study-spot angle.

7 weeks Running the length of the back-to-school window rather than a single launch weekend, so it becomes a habit instead of an event.

Why it was built this way

A percentage-off promotion trains customers to wait for the next one. A fixed $14.99 menu on named items does something different — it sets an anchor price on the products D Spot wants to sell, and it gives students a reason to claim a table for two hours instead of ordering to go. The dwell time is the strategy; the dessert is the hook.

The social set

Back to School carousel Slide 1 — **Slide 1**Social carousel

Back to School carousel Slide 2 — **Slide 2**Social carousel

Back to School carousel Slide 3 — **Slide 3**Social carousel

Print & in-store

Menu insert — Back to School — **Menu insert**In-store, six desserts

24×36 poster — Back to School — **24×36 poster**Window + in-store

Curbex mockup — Back to School — **Curbex mockup**Sidewalk unit

04 — Influencer management

We run the creator program end to end.

Sourcing, briefing, contracting, shipping product, approving cuts, and reporting on what each creator returned. D Spot approves the list; we handle everything between that and the post going live.

People trust other people before they trust a brand — and dessert is bought with the eyes.

Why the creator channel carries this account

Creator posts

Creator post by @reddeereats at D Spot Red Deer, AB — @reddeereats Red Deer, AB

Creator post by @nissvlogz at D Spot Tecumseh, ON — @nissvlogz Tecumseh, ON

Creator post by @reddeervibin at D Spot Red Deer, AB — @reddeervibin Red Deer, AB

Creator post by @tasteofmississauga at D Spot Mississauga Port Credit — @tasteofmississauga Mississauga Port Credit

Creator post by @xyzcastillo at D Spot London Hyde Park, ON — @xyzcastillo London Hyde Park, ON

Creator post by @jasminekharoud02 at D Spot Mississauga Erin Mills — @jasminekharoud02 Mississauga Erin Mills

Creator post by @nomegranate at D Spot York Mills, Toronto — @nomegranate York Mills, Toronto

Creator post by @gowithalyssa at D Spot St Catharines, ON — @gowithalyssa St Catharines, ON

Creator post by @nomegranate at D Spot Toronto Stockyards — @nomegranate Toronto Stockyards

05 — The team on this account

Creative Lead: Shayla Young
Paid Media: Anthony Alfonsi
Third Party & Administrative: Tahani Abuamarah
Influencer Partnerships: Isabella Liberatore

Running more than one location?

The system behind these campaigns isn't specific to dessert. If you operate multiple restaurants and can't trace revenue back to the campaign that produced it, that's the conversation.

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