At Oddle, we’re always testing and learning to help restaurants grow through smarter use of data and technology.

Recently, we observed how different types of promotions and messaging performed across more than 300 restaurants aiming to bring back lapsed customers. The results revealed clear patterns—some strategies consistently drove orders, while others struggled to move the needle.

Here’s a breakdown of what worked best (and what didn’t) when it comes to reconnecting with past customers and driving repeat orders.

1. Direct Spend-Based Discounts

✅ Consistently the top performer for conversions

Simple offers like "$8 off $80" or "$5 off $50" outperformed all other tactics. These promotions provide instant, visible value and remove friction from the ordering decision.

Some restaurants worry that these discounts will encourage customers to only spend the minimum. But the data shows otherwise:

Restaurants using "$8 off $80" saw average orders around $120.

These discounts not only convert better—they also encourage larger baskets.

2. Free Delivery with Minimum Spend

⚠️ Effective only when the threshold is reasonable

Free delivery can be a powerful motivator, but only when the minimum spend is realistic. Promotions like “Free delivery above $200” tend to underperform—especially if the actual delivery fee is modest (e.g., $5–$10). In these cases, a high threshold can feel arbitrary or even off-putting.

Thresholds closer to $80–$100 generally perform much better, making the offer feel like a genuine benefit rather than a trade-off.

💡Tip: Check your average order value and set your free delivery minimum just above it. This keeps the offer motivating, not discouraging.

3. Pickup-Only Promotions

📉 Less effective on their own—but great when bundled with value

While pickup benefits your bottom line, it requires more effort from customers. On its own, a pickup promo typically doesn’t move the needle.

But when you combine it with a compelling incentive—like "$5 off $50"—pickup starts to look much more appealing. We’ve seen success with this approach, especially among regulars who live or work nearby.

💡 Tip: Think of pickup offers as a support act, not the main show. They work best when tied to meaningful savings.

4. Recall Emails Without Offers

📬 Least effective on their own.

Emails that simply remind customers about your brand ("We miss you!") play a role in maintaining visibility, but rarely drive orders without a compelling hook.

Used alone, they may get opened—but they often don’t lead to action.

The best-performing versions of these emails were paired with:

• Seasonal highlights (e.g., festive menus)

• New dish launches

• Time-sensitive deals

  
  

💡Tip: Use recall emails to reinforce brand presence, but anchor them in something timely or valuable to trigger action.

The Bottom Line

Promotions don’t just boost conversions—they can be the difference between a click and a cart. Even a small improvement in conversion can have a big impact on your bottom line.

Why Small Changes Matter More Than You Think

The difference between a good promo and a great one isn’t just academic—it can translate into thousands of dollars in revenue.

Let’s run the numbers:

• 10,000 customers in your database

• 30% open rate = 3,000 readers

• 2% conversion = 60 orders

• $120 average order value = $7,200 in revenue from one email

Now imagine you tweak your offer and lift conversions just slightly—from 2% to 3%.

That’s 90 orders, or $10,800.
A 50% increase in revenue from the same email, just by crafting a more compelling offer.

🎯 Better offers, clearer messaging, and realistic thresholds can make a big difference—especially when scaled through automation.

Final Thoughts

Reactivating past customers doesn’t require complex campaigns or deep discounts—it just requires the right mix of clarity, value, and timing.

From what we’ve seen across the board, the best-performing strategies are:

• Clear spend-based discounts that feel worth it

• Free delivery offers that match customer expectations

• Pickup promos paired with value, not just convenience

• Emails with a reason to act now, not just a reminder

As always, our goal at Oddle is to help restaurants grow sustainably through practical, data-backed solutions. If you're thinking about how to improve your re-engagement strategy, these insights are a great place to start.

Want to explore how these strategies could apply to your restaurant? We’re always happy to help.