+52% Foot Traffic Across 150 Restaurants: Personalized Programmatic at Franchise Scale

Restaurant franchise location with local branding and digital advertising displays

The challenge: local relevance at national scale

A major fast-casual restaurant franchise operating 150 locations nationwide was stuck in a painful pattern: manual media buying per location that was expensive, slow, and wildly inconsistent. Each franchisee had unique local market conditions and promotional calendars, but the one-size-fits-all approach was leaving performance on the table -- and franchisees frustrated.

Kalithea Media built a centralized multi-local activation platform that let head office orchestrate personalized campaigns for all 150 locations simultaneously. We activated per-zone programmatic display through DV360 and The Trade Desk, local DOOH placements, social advertising with dynamic creative optimization, and dedicated local microsites -- all bought on CPM and CPC models with per-zone budget governance. The result: 52% more foot traffic and 18% lower media costs than the previous manual approach.

Multi-location franchise dashboard
Franchise retail storefront in mall

How we delivered results

We built a scalable framework that treats each franchise zone as a distinct micro-market while keeping brand governance tight and costs under control.

Per-zone programmatic display via DV360 and The Trade Desk

We activated geo-fenced display campaigns around each restaurant location with bidding strategies and budgets optimized per zone. CPM-based awareness campaigns ran alongside CPC-driven traffic campaigns, balanced by local competition density and traffic potential.

Local DOOH activations

We selected digital out-of-home screens near each franchise location, rotating creatives adapted to local menu specials, seasonal offers, and opening hours. Programmatic buying through DV360 gave us real-time inventory control and daypart optimization.

Social advertising with DCO

We deployed Facebook and Instagram ads dynamically personalized per location -- featuring the nearest restaurant's address, specific menu highlights, and local promotional offers. Each location's creative was assembled automatically from a brand-approved template library.

Dedicated local microsites as conversion hubs

We built templated landing pages for each location featuring the local menu, online ordering, directions, and reviews. These served as conversion hubs for all digital campaigns, lifting conversion rates by 28% compared to driving traffic to the generic corporate site.

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Why Kalithea made the difference

Centralized orchestration, local customization

A single platform manages campaigns for 150+ locations with brand-approved templates, automated creative generation, and centralized CPM/CPC governance. As an independent agency, we selected the best DSP for each zone without platform lock-in.

Franchisee self-service tools

We gave individual franchisees the ability to request local boosts, submit promotions, and view their location's performance -- all within brand-approved guardrails. Franchisee adoption hit 95% within three months.

Consolidated multi-local reporting

Unified dashboards aggregate performance across all 150 locations with drill-down per zone. Head office can instantly identify top performers, share best practices, and reallocate budget to underperforming zones mid-flight.

150

Franchise locations activated simultaneously with personalized campaigns

+52%

Average foot traffic increase across all activated restaurants

4.6/5

Franchisee satisfaction score with the multi-local platform

-18%

Media cost reduction vs. previous manual buying approach

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Running a franchise or multi-location network? We scale local performance.

Our multi-local platform delivers personalized, high-performing campaigns for every location on CPM and CPC models -- while cutting costs and complexity.

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