Lighting a fire to attract burger lovers
It turns out that demographics don’t eat hamburgers, people do. So when Red Robin was ready to launch its newest burger creation, we ignored normal demographic segmentation in favor of a behavioral approach. But following the taste buds, we tapped into the habits and cues of burger lovers to create a loyalty program that lets customers have their burger and eat it, too.
Standard demographics aren't a good predictor of burger consumption.
Burger lovers know what they love, and will be loyal to restaurants that deliver.