Cooperative Media Strategy Drives Measurable Growth for QSR Co-Op | Restaurant
8/24/2025
RRD’s data-driven media approach fuels growth, increases sales for leading brand locations
CHALLENGE
A national co-op group representing a leading quick-service restaurant (QSR) brand sought to evaluate the impact of print advertising on sales and market performance. While some store locations had participated in a previous cooperative media program, others opted out of the new campaign, creating a clear opportunity to measure differences. The objective was to determine whether consistent print exposure could drive sales growth and help protect market share in competitive delivery zones.
SOLUTION
The co-op group entrusted RRD to execute a geo-targeted cooperative print campaign for select locations. Participating locations received regular mailings while non-participating ZIP codes served as a comparison group. RRD’s retail impact methodology analyzed campaign performance by matching media-exposed ZIP codes to third-party credit and debit card purchase data.
Key components included:
- Co-op media strategy: Participating locations received RRD cooperative mail. This cost-efficient shared mail approach combines multiple advertisers into a single package, reducing distribution costs while maintaining high consumer visibility.
- Geo-targeted segmentation: ZIP codes were divided into exposed and non-exposed zones to isolate campaign impact.
- Transaction-level analysis: RRD used independent, anonymized data to analyze consumer spending and attribute changes in sales behavior to print exposure.
RESULTS
RRD’s data-driven cooperative mail strategy showed a positive impact on participating locations, including:
- A 3.4% sales lift in print-exposed geographies versus those that did not receive print
- A 0.96 share point increase in participating ZIP codes compared to non-mailed areas
- Attribution-backed insights that reinforced print’s contribution to return on ad spend (ROAS) and customer engagement