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Industries · Restaurants & QSR · QSR · Fast casual · Franchise groups · Local operators

Restaurants and QSR, from the households around one location to a trade-area engine every franchisee runs.

A franchisee wants the families within two miles of a new location who order delivery and just moved in. A franchise group wants every trade area scored, mailed and measured on one household key across hundreds of stores. Household, family-stage, purchase and affinity fields on 240M adults serve both.

Book a free demo Start at rung one

Audiences are built on trade area, household composition, dining and purchase behavior; loyalty members are suppressed so spend goes to new guests.

  • Carrier-route-level household data for every trade area: household composition, children by age band, dwelling type, new movers.
  • Dining, cooking, delivery and family-activity affinities with spend fields that separate a weekly guest from a once-a-year one.
  • Direct mail by carrier route or household, in home within a week, matched back to loyalty sign-ups and online orders.
Direct Mail · New-location opening · 2-mile trade area · 6,120 households
SegmentWithin 2 milesFamilies with childrenDelivery app usersNew movers · 410
SignalsPizza deliveryFamily restaurants near me
ExcludedLoyalty members · 2,300
PushedDirect Mail · 6,120Meta · 57% matchedLoyalty platform
Mail the trade areaPush to MetaSend to loyalty
240M+US adults in the graph
120Mbusinesses, with the people in them
2Tintent signals read a day
400+attributes on a person

What the graph holds for restaurants

The fields a trade area is made of.

Four of the sixteen bundles, picked for this industry. See everything in the graph →

Household & propertyAbout 250 fields on where they liveCarrier route, household composition, children by age band, dwelling type and the new-mover flag: the trade area as fields.Open this table in the data dictionary → AffinityInterests and readingDining out, cooking, sports, family activities and delivery-app usage flags for guest and occasion audiences.Open this table in the data dictionary → PurchaseHow and what they buyOnline-buyer and spend fields that show who orders ahead and how often.Open this table in the data dictionary → Area & censusThe block they live onDensity, daytime population proxies, commute patterns and income ranks for site selection and lunch versus dinner targeting.Open this table in the data dictionary →

The ladder · simplest to largest

Five rungs, from one location's mailer to the franchise group's warehouse.

Restaurants live on rungs one and two longer than most, because carrier-route mail and trade-area audiences do most of the work. Groups climb to rungs three and five when loyalty and online ordering need one key.

Rung 1 · Day one

A single location, a franchisee with a few stores, a local operator

Pull the households in the trade area, and mail the new movers first.

Build one US Consumer Data segment: households within the trade area, families or the life stage your menu serves, dining and delivery affinities, with the new-mover flag on top. Mail it with Direct Mail, in home within a week, matched back to online orders and loyalty sign-ups by address. Put the Website ID tag on the ordering site and see which households ordered ahead last night.

  1. Build the trade-area segment in US Consumer Data: radius or carrier routes, family stage, affinities, new movers.
  2. Mail it through Direct Mail; match back by address.
  3. Install the Website ID tag on the ordering site.
US Consumer DataDirect MailWebsite ID
Rung 2 · First month

A multi-unit franchisee, a regional chain, a fast-casual brand with a media budget

Advertise to the trade area, suppress loyalty members, and mail every opening.

Ad Audiences turns each trade area into hashed audiences on Meta, TikTok, Google and CTV, by occasion and family stage. Smart Exclusion keeps loyalty members and app users out of acquisition spend. Direct Mail runs grand-opening and seasonal drops by carrier route, matched back to orders.

  1. Build trade-area audiences in Ad Audiences per store cluster; match rate per platform shows first.
  2. Load loyalty members and app users into Smart Exclusion.
  3. Run opening and seasonal drops through Direct Mail; match back to orders and sign-ups.
Ad AudiencesSmart ExclusionDirect Mail
Rung 3 · First quarter

A chain or franchise group with a loyalty program, an ordering platform and a CRM

Enrich the loyalty file, and watch lapsed guests for the week they order again.

Enrich appends household, family-stage, affinity and spend fields to every loyalty and online-ordering record, written back to the loyalty platform or the CDP through Integrations. Pulse watches lapsed members for the week they research delivery, your category or a competitor, and routes them to a win-back offer.

  1. Enrich the loyalty and ordering file with Enrich; the match rate shows first.
  2. Put lapsed members on Pulse; weekly, who is hungry for the category.
  3. Route to win-back and occasion flows through Integrations.
EnrichPulseB2B Data
Rung 4 · First year

A brand with an analyst, a warehouse and a site-selection team

Model the trade area, score every household, and feed the competitors' orderers.

Join enriched household fields and identified ordering-site visitors to order history, fit a frequency-and-spend model, and score every household in every trade area monthly by API. Seed Ad Audiences with the top decile; mail it; scope a Custom Intent Feeds feed on your category, your brand and the competing brands by name.

  1. Train on order history: family stage, affinities, density and commute fields and topic recency carry most of the signal.
  2. Score monthly by API or through the MCP server; refresh audiences, mail and suppression together.
  3. Build the Custom Intent Feeds feed to a written scope: category, brand, competitors, trade areas.
Custom Intent FeedsEnrichWebsite IDAd Audiences
Rung 5 · At scale

A national brand, a franchisor, a delivery platform

Resolve every guest, order and loyalty member to one household, and measure it in a clean room.

Enterprise delivers the graph on a schedule to the warehouse, resolves loyalty, ordering and franchisee CRMs to one household, runs matching with delivery platforms and media partners in the Clean Room, and streams audiences to The Trade Desk integration for CTV and programmatic. Franchisees get trade-area audiences and mail under the brand through white-label delivery. A proof of concept on your loyalty file comes first.

  1. Proof of concept: the loyalty file against the graph, match rate and coverage reported.
  2. Scheduled warehouse delivery; one household key across stores, ordering and loyalty.
  3. Clean-room measurement; franchisee programs under your brand.
EnterpriseCustom Intent FeedsAd AudiencesAgency DaaS

What restaurants teams use it for

What operators, franchisees and brands run on the graph.

Grand-opening mail by carrier route

Every household in the trade area in the mail the week before opening, matched back to orders.

Direct MailUS Consumer Data

Occasion audiences

Families for dinner, commuters for lunch, delivery-app users for late night, hashed to Meta and TikTok.

Ad Audiences

Loyalty suppression

Members and app users excluded from acquisition spend on every platform.

Smart Exclusion

Who ordered ahead

Households on the ordering site last night with their fields.

Website ID

Loyalty enrichment

Members enriched with family-stage, affinity and spend fields for segmentation.

Enrich

Win-back on intent

Lapsed members researching delivery or the category this week.

Pulse

Catering and B2B

Offices, event planners and schools in each trade area with the people who book, phones validated.

B2B DataChrome extension

Competitor-brand feeds

Households researching the competing brand by name, delivered daily.

Custom Intent Feeds

Trade-area frequency models

A model trained on loyalty orders, scored monthly across every trade area.

EnrichAd Audiences

Franchisee programs under the brand

Trade-area audiences and mail delivered to franchisees under your brand.

EnterpriseAgency DaaS

Agencies serving restaurant groups

Every product under your brand, one sub-account per client.

Agency DaaS

Use it right

Hashed audiences, honored opt-outs, and consent for the texts.

What applies when the buyer feeds people. Your counsel decides; this is how the data behaves.

  • Hashed audiences. Audiences and suppression lists reach the platforms as SHA-256 hashes; your loyalty file is matched, never shared.
  • Privacy laws. CCPA and the state laws that followed it give guests rights you must honor; DataMoon honors opt-outs across every product and on every refresh.
  • SMS and email. TCPA applies to texts and CAN-SPAM to email; consent for SMS is yours to obtain, and phones carry line types and do-not-call flags.
  • Children. The graph holds adults only; family-stage fields describe the household.
  • Franchise data. Franchisee lists loaded under a brand program stay separated by sub-account.

Questions

Questions a restaurant marketer asks first.

Can we mail by carrier route?

Yes. Household fields include USPS delivery point and carrier route, so a trade-area drop can be every household on the routes you pick, or only the households that match your family stage and affinities.

How do new movers work?

The recent-mover flag refreshes as address changes land in the graph. A monthly pull of new movers in each trade area is the most common first campaign.

Can we keep loyalty members out of acquisition ads?

Yes. Load the loyalty file into Smart Exclusion, hashed. Each member expands to every identifier the graph knows and is excluded on every platform and from every drop.

Does the pixel work on our ordering site?

Yes, as one script. Households that order ahead or browse the menu show the next morning with the pages they viewed and, with the people turned on, their fields.

What does an enterprise engagement look like?

A proof of concept on your loyalty file, then scheduled delivery of the graph into the warehouse, identity resolution across stores, ordering and loyalty, clean-room measurement, and franchisee programs under your brand, on an annual contract.

Other industries

The same graph, a different ladder.

Retail & E-commerceTravel & HospitalityFitness & WellnessMarketing AgenciesAll industries

Book a free demo

Bring one location's address. We count the trade area and the new movers on the call.

Thirty minutes: the trade area as a segment with family stage and affinities, the new movers this month, your loyalty members' overlap with the audiences you run today, and the next rung written down.

Book a free demoSee how it works

Thirty minutes, live on your own data. A person who knows the products and this industry runs the call. By continuing you accept the DataMoon terms.