Meet The Singelyn Group

In 1980, there were 6,200 McDonald’s locations and a cheeseburger cost $.45. Today, there are 41,822 locations and a cheeseburger costs a bit more than $.45. The Singelyn Group, a franchisee of McDonald’s Corporation, has run McDonald's locations through it all. The group acquired its first location in Piscataway on September 1, 1980, and today, they operate 29 locations from Western New York to Pennsylvania and elsewhere. Through shifts in culture and evolutions in the restaurant industry, The Singelyn Group has thrived. One key reason they’ve been able to succeed? They embrace innovation rather than shying away from it. 

Let’s talk about restaurant marketing  

Marketing is a key lever for restaurant growth today. Buying social media ad placements, bidding on key Google search terms, taking advantage of up and coming channels like TikTok… most restaurants have spent time and energy experimenting with various marketing strategies. However, when it comes to driving online orders, there’s arguably no channel that’s more effective than in-app marketing on the delivery platforms. The Singelyn Group partnered with us to perfect their in-app promotions, leading to increased sales and orders. Let’s get into how The Singelyn Group generated an incremental $60k in revenue over the course of 60 days with Otter’s Marketing solution. 

What is Otter’s Marketing solution?

Otter Marketing is a centralized hub for all your delivery app marketing. It features an automated mode that leverages market-wide data and a proprietary machine learning model to run and optimize ads across delivery apps on your restaurant group’s behalf. Our Marketing solution helps increase your stores’ ranking, reach new customers, and grow profits without adding more work to your plate. 

Building a marketing strategy that delivers on The Singelyn Group’s goals  

The Singelyn Group’s goal was two fold. One, generate demand on slower days of the week and at less busy locations. Two, maintain margin on busier days and at busier locations. We partnered with The Singelyn Group to understand their preferred strategies when it came to marketing, and created a program customized to deliver on their needs. Otter Marketing isn’t just a product but an end-to-end solution that includes dedicated onboarding and support, ensuring that we understand our customer’s needs and objectives.

Inside Otter Marketing’s customized program for The Singelyn Group 

In order to build the most impactful marketing program, we ran an A/B test – half the stores had Otter Marketing, the other half did not – to measure exactly what impact the product had on their business. Since The Singelyn Group is a franchisee of a global brand, we ensured we accounted for the corporate campaigns that McDonald’s runs each month when measuring the impact. For the Otter Marketing group of stores, we exclusively ran Otter-led promotions on days and platforms where there was no other promotion running – meaning improvements or declines in business could be traced back to our solution. 

The Singelyn Group saw growth in orders thanks to Otter Marketing 

The results of the Otter Marketing group versus the control were undeniable. Alongside Otter’s Marketing solution, 12 of The Singelyn Group’s locations saw $61,235 in incremental revenue compared to the control stores over the course of two months (using only $4,417 in additional spend). The revenue lift was driven by an increase in orders which we were able to capture without any degradation to ROI. Even after accounting for the ad dollars spent on promotions, revenue of the Otter Marketing group was still 14.6% higher per store per day than the control. 

Results summary

• $61,235 in incremental revenue
• 14.6% increase in net revenue per store after accounting for ad spend
• 11,909 new customers acquired

“Otter has significantly boosted our delivery business, growing revenue while maintaining healthy margins. By streamlining platforms and automating processes, Otter simplifies our operations and drives profitable sales growth.”

– David Singelyn