WaBa Grill Las Vegas — 90-Day Media Pilot 2026 | Brandtailers
2026

Las Vegas
90-Day Media Pilot

A controlled, data-driven growth program across two Las Vegas locations — proving that paid acquisition, identity capture, and retention can work as one coordinated system to deliver sustainable, measurable guest growth.

2
LV Locations
$15K/mo
Media Budget
90
Day Pilot
4
Paid Channels
Google SearchPerformance MaxMeta ProspectingYouTube AwarenessPunchh LoyaltyAttentive SMSBikky SegmentationIdentity ExportPaid Suppression ListsCohort-Based MeasurementSecond Visit RateInsanely Smart Ideas™ Google SearchPerformance MaxMeta ProspectingYouTube AwarenessPunchh LoyaltyAttentive SMSBikky SegmentationIdentity ExportPaid Suppression ListsCohort-Based MeasurementSecond Visit RateInsanely Smart Ideas™
The Blueprint

Pilot Overview

This is not a standard media buy. It's a controlled proof of concept designed to validate a coordinated growth system across both Las Vegas locations.

01 — Objective
Validate the System-Led Growth Model
Prove that WaBa Grill can achieve sustainable guest growth by treating paid acquisition, identity capture, and CRM retention as one integrated system — not three separate programs.
02 — Approach
Paid Acquires. Owned Retains.
Paid media targets only unknown guests. Once a guest is identified, ownership shifts entirely to Punchh and Attentive — no overlap, no cannibalization, no wasted spend on guests already in the funnel.
03 — Data Activation
Insights Drive Every Decision
Behavioral data from Bikky and transaction data from Olo/Toast inform segmentation, suppression logic, creative strategy, and lifecycle decisions. Nothing is guessed.
04 — Success Definition
Downstream Business Outcomes — Not Just Media Metrics
We measure new known guest growth, second-visit rate, attach rate, and 60-day retention curves. Clicks and impressions are inputs. Guest behavior is the output that matters.
The Stack Owns the Customer.

Operating Model

Every guest at every stage has a designated channel owner. Paid media is reserved exclusively for unknown guests. CRM takes full ownership the moment identity is captured — and retains that ownership throughout the guest's lifecycle.

Paid Media
Meta · Google · YouTube · Programmatic
↓   Unknown guest acquired
Identity Capture
Punchh · Olo · Toast
↓   Guest becomes known — ownership transfers to CRM
CRM Activation
Attentive SMS · Punchh Loyalty
↓   Owned channel retains full ownership
Behavior Lift
Frequency · Attach Rate · AOV Growth
Who Owns What — And When

End-to-End Orchestration

Brandtailers owns orchestration across every channel — not just execution within each one. That means managing the connection points between paid, Punchh, Attentive, and Bikky, and maintaining a direct communication line with the WaBa internal team for what only they can provide.

Orchestration
Brandtailers is the connective layer — ensuring suppression lists stay current, newly acquired guests enter the right lifecycle journeys, behavioral signals translate into live decisions, and WaBa's internal team is never burdened with operational coordination they shouldn't own.
Brandtailers Owns
Paid Media
Responsibilities
  • Campaign setup, targeting, and budget allocation
  • Weekly suppression list refresh across all platforms
  • Creative development and fatigue monitoring
  • Audience signal review and in-flight adjustments
  • Lookalike seed construction from Bikky-informed profiles
  • Weekly performance review and optimization
Brandtailers Owns
Punchh Loyalty
Responsibilities
  • Lifecycle journey setup and configuration
  • Offer architecture management across all four tiers
  • Guest segmentation and cohort management
  • Weekly identity list exports for paid suppression
  • Offer redemption monitoring and cohort movement review
  • A/B testing on offer depth and timing
Brandtailers Owns
Attentive SMS
Responsibilities
  • All four automated lifecycle journey builds
  • Segment builds and weekly refresh
  • SMS copywriting, scheduling, and cadence management
  • Frequency governance and suppression rule management
  • Deliverability monitoring and opt-out rate management
  • Performance reporting and journey optimization
Brandtailers Owns
Bikky & Reporting
Responsibilities
  • Behavioral cohort analysis and segment construction
  • Guest State Framework maintenance and updates
  • Menu-level insight extraction for creative and offer strategy
  • Paid seed audience recommendations from Bikky data
  • Weekly and monthly cross-channel performance reporting
  • Cohort behavior tracking vs. pre-pilot baseline
Communication Cadence
Weekly Sync with WaBa Team
Standing Agenda
  • Paid performance and in-market adjustments
  • CRM journey status and offer redemption review
  • Bikky behavioral signals and emerging insights
  • Upcoming promotional needs and creative requests
  • Any operational flags requiring WaBa input
WaBa Internal Team
What We Need From You
Your Role in the Pilot
  • Promotional offer details, LTO windows, and discount approval
  • Restaurant ops context — daypart trends, staffing notes, peak periods
  • Menu updates, new items, and featured protein direction
  • Final sign-off on incentive depth and offer mechanics
  • Platform access and credential management for Punchh, Attentive, Bikky

Weekly vs. Monthly Operating Rhythm

Every Week
Learning Loops
  • Paid media performance review + in-flight adjustments
  • Suppression list refresh across all paid platforms
  • SMS journey performance review (open, click, opt-out rates)
  • Punchh offer redemption and cohort movement
  • Creative fatigue monitoring and swap triggers
  • WaBa team sync — flags, upcoming needs, decisions
Every Month
Full Reporting
  • Full pilot performance report vs. pre-pilot baseline
  • New known guest growth trend
  • Second-visit rate, attach rate, AOV shifts
  • Retention tracking through 60 days
  • Strategic recommendations for the following month
Acquisition → Identity → Behavior → Retention

Our Strategy

Brandtailers operates as the connective layer between paid acquisition and first-party retention. We don't optimize media in isolation — we architect a coordinated model where paid and owned channels work as one engine.

Paid channels are responsible exclusively for unknown guests. Once a guest becomes identifiable, full responsibility transfers to the owned ecosystem permanently. This means implementing paid-platform suppression using CRM-exported identity lists refreshed weekly to ensure known guests are never re-targeted by paid media.

The objective isn't simply to drive traffic — it's to grow the pool of known, reachable guests who can be nurtured into lifetime customers. Success is measured by how newly acquired cohorts behave over time, not by last-click ROAS.

Behavioral Intelligence: Bikky and Olo/Toast data informs who we target, what creative we run, and which behaviors we prioritize — before a single ad launches.
In-Platform Suppression: CRM lists exported from Punchh are uploaded into each paid platform weekly. Suppression reduces — but cannot guarantee full elimination of — overlap with known guests due to platform match-rate limitations.
Cohort-Based Measurement: We track newly acquired guest cohorts over 30, 60, and 90 days — second-visit rate, attach behavior, frequency lift — against a clear pre-pilot baseline.
Scalable Blueprint: Every decision is documented. The Las Vegas pilot creates a replicable operating model that can extend to any WaBa Grill market beyond Nevada.
Prospecting Without Cannibalization

Audience Architecture

Every guest segment has a designated channel owner aligned to their lifecycle state. Paid media is reserved exclusively for unknown guests. CRM takes ownership the moment identity is captured and retains it throughout. Suppression lists refreshed weekly at minimum.

01 — Paid Only
Unknown Guests
Owner: Meta · Google · YouTube · Programmatic
Paid Platform Controls
  • Suppress known loyalty members (Punchh export)
  • Suppress SMS/email subscribers (Attentive export)
  • Suppress recent identifiable purchasers
  • Prospecting campaigns only
02 — CRM Onboarding
New Known Guests (Visit 1)
Owner: Punchh + Attentive — triggered at first identity capture
Lifecycle Controls
  • CRM onboarding begins immediately at identity capture — visit 1
  • Deliver time-bound second-visit retention offer (7–10 day window)
  • Prevent overlapping lifecycle message sends
  • Focus entirely on accelerating visit #2
03 — Habit Builder
Active Repeat (Visits 2–3)
Owner: Punchh Primary, Attentive Support
Habit-Building Controls
  • Reduce discount depth as visit habit forms
  • Emphasize menu exploration + attach behavior
  • Shorten time between visits
  • No acquisition messaging
04 — VIP Protection
High-Value Guests
Owner: CRM (Punchh + Attentive)
VIP Protection Controls
  • No aggressive discounting
  • Prioritize premium positioning
  • Protect margin + AOV
  • Limit incentive-driven messaging
05 — Lapsing
Lapsing Guests (30–60 Days)
Owner: Attentive Primary, Punchh Support
Reactivation Controls
  • Triggered at 30 days of inactivity
  • Stronger time-bound incentive with urgency window
  • Menu-specific targeting where Bikky data supports
  • Final SMS attempt before the 60-day threshold
Weekly Cadence — Audience Refresh
CRM exports identity lists weekly → paid platforms refresh suppression lists weekly → ensures acquisition campaigns remain focused on unknown prospects only. Suppression reduces but does not guarantee 100% exclusion of known guests due to platform match-rate limitations.
Behavioral Intelligence — Not Just CRM Execution

Bikky & Guest State Framework

Bikky is the intelligence layer that makes every channel smarter. It informs who we target, what we say, and what we offer — connecting menu-level behavior to paid audiences, CRM journeys, and creative strategy.

01 — Paid Audience Construction
Bikky Informs Who Paid Targets
  • High-LTV and high-frequency guest profiles exported from Bikky are used to build lookalike seed audiences in Meta and Google
  • As the pilot progresses, cohort behavior data continuously refines those seed profiles — replacing early assumptions with real Las Vegas market signals
  • Recency, frequency, and AOV signals from Bikky determine which guest states are exported from Punchh for state-based paid suppression — not just a static customer list
  • A guest who visited twice last week is treated differently in suppression logic than one who joined loyalty 6 months ago and has not returned
02 — Menu-Level Creative Strategy
Bikky Informs What We Say
  • Menu-level insights from Bikky directly inform ad creative direction — proteins, dayparts, and bundle combinations that over-index among high-value guests drive what we show in paid ads
  • If Bikky identifies a specific protein or menu item driving repeat behavior, that item anchors creative strategy — not intuition or brand preference
  • Offer depth in Punchh and Attentive is calibrated against what Bikky shows actually moves behavior in each guest segment
  • All creative and offer decisions are documented in a living playbook that travels beyond Las Vegas
03 — Cohort Analysis & Retention Signals
Bikky Tracks What's Working
  • Newly acquired guest cohorts are tracked through Bikky to observe second-visit rate, frequency acceleration, and attach rate changes vs. the pre-pilot baseline
  • Early churn signals are flagged in Bikky so lapsing reactivation journeys in Attentive and Punchh can be triggered before guests fully disengage
  • High-value guest characteristics identified in Bikky inform which cohorts receive premium positioning vs. incentive-led messaging
04 — Segment-to-Channel Mapping
Bikky Connects Guest State to Action
  • Bikky segments are mapped to specific channel owners, message types, and offer depths in the Guest State Framework below
  • This framework is built at pilot launch and updated every two weeks as behavioral data accumulates
  • It becomes the operating manual for how WaBa's growth engine makes decisions — not just a Vegas artifact
  • Every channel decision traces back to a defined guest state with a documented rationale
Guest State Framework
Updated every two weeks throughout the pilot based on Bikky behavioral data
Guest State
Channel Owner
Message Type
Offer Depth
Primary KPI
Unknown
Paid Media
Awareness + first-order conversion
Standard intro offer
Cost per new known guest
New — Visit 1
Punchh + Attentive
Welcome + second-visit retention offer
Strong — time-bound 7–10 days
Second visit within 10 days
Habit Building — Visits 2–3
Punchh Primary
Habit-building + menu exploration
Moderate, decreasing over time
Visit frequency + attach rate
Active — 4+ Visits
Punchh + Attentive
Loyalty rewards + upsell
Light — behavior-driven
AOV growth + trade-up
High-Value
CRM Only
Premium positioning + exclusivity
Minimal — protect margin
Retention + AOV protection
Lapsing — 30–60 Days
Attentive Primary
Re-engagement + urgency
Strong — menu-specific where possible
Reactivation rate vs. baseline
Identity Capture & Loyalty Growth

Punchh Loyalty

Punchh serves as the primary identity export source for paid suppression lists. The primary goal: increase the share of Las Vegas transactions tied to a known, reachable guest. The four-tier offer architecture below is the starting hypothesis — thresholds, offer depths, and segment definitions will be pressure-tested and refined as Bikky behavioral data accumulates through the pilot.

Four-Tier Offer Architecture

This is our starting framework — built from what the location data tells us about guest drop-off and retention behavior. Bikky will tell us within the first 30 days whether the thresholds, offer depths, and segment boundaries need to move.

1
Retention Offer — First → Second Visit
Time-bound (7–10 days). Delivered at the moment of identity capture — visit 1. Designed to pull the guest back before the habit window closes. This is the most critical offer in the program. The 7–10 day window is our opening hypothesis — Bikky drop-off data will confirm or adjust this threshold.
2
Frequency Builder — Visits 2–3
Moderate incentive that decreases in depth as habit forms. Goal: shorten time between visits and build menu exploration behavior. Visit 2–3 as the habit-building window is assumed — Bikky will tell us where retention actually stabilizes for this brand.
3
Lapsing Reactivation — 30–60 Days No Visit
Stronger incentive for guests who have not returned in 30 days. Clear urgency window. Menu-specific targeting where Bikky data allows. CRM manages this segment through day 60. The 30-day trigger is standard practice — the right threshold for WaBa specifically will be validated against actual drop-off curves in Bikky.
4
Premium Upsell — High-Value Guests
Minimal discount. Focused on attach rate and AOV lift. High-value guests don't need discounting to visit — don't train them to expect it. What constitutes "high-value" for these two locations will be defined by Bikky's AOV and attach rate distribution in the first 30 days.

Guest Lifecycle Journeys

A
Visit 1 → Visit 2 Retention
Trigger: First transaction / identity capture recorded
▼
Day 1–2: Welcome + next-visit retention offer (7–10 day window)
Day 7: Reminder if unused — gentle urgency
Day 10: Final expiration nudge before window closes
🎯 KPI: Second visit within 10 days of identity capture
B
Visits 2–3 Habit Builder
Trigger: Second or third visit recorded
▼
Encourage menu exploration and attach behavior
Decrease discount depth over time as habit forms
🎯 KPI: Shorter visit intervals + attach rate increase
C
Lapsing Guest Recovery (30–60 Days)
Trigger: No visit in 30 days
▼
Day 30: Re-engagement message — stronger incentive with urgency window
Day 37: Reminder if unredeemed — menu-specific angle where Bikky data supports
Day 45: Final CRM attempt before the 60-day threshold
🎯 KPI: Reactivation rate vs. pre-pilot lapsed baseline
D
High-Value Guest Upsell
Trigger: High AOV or high attach behavior detected in Bikky
▼
Premium positioning — no heavy discounts
Limited-time menu highlights and exclusivity cues
🎯 KPI: AOV growth + trade-up behavior
Lifecycle-First. Behavior-Triggered. Always-On.

Attentive SMS Lifecycle

SMS is not a broadcast channel in this pilot. It is a behavior-triggered lifecycle engine — four automated journeys built to convert first visits into second visits, accelerate frequency, and re-engage lapsing guests within the 30–60 day window.

4 Automated Lifecycle Journeys — Built at Launch

Journey 01 — Event-Triggered
New Guest Onboarding
Trigger: First recorded transaction / identity capture
Message Sequence
  • Day 1–2: Welcome + time-bound second-visit retention offer (7–10 day window)
  • Day 7: Reminder if offer unused — gentle urgency, not pressure
  • Day 10: Offer expiration reminder — final nudge before window closes
Intent
  • Close the first-to-second visit window before habit opportunity expires
  • Establish WaBa as a routine — not a one-time experience
🎯 KPI: Second visit within 10 days of first transaction
Journey 02 — Behavior-Triggered
Frequency Acceleration
Trigger: Second or third visit recorded
Message Sequence
  • Post-visit 2: Acknowledgment + menu exploration nudge (lighter incentive)
  • Post-visit 3: Habit reinforcement — reduce discount depth, increase brand messaging
  • Ongoing: Decreasing incentive cadence as visit frequency stabilizes
Intent
  • Shorten intervals between visits and build menu breadth behavior
  • Train guests on value, not discounts — protect long-term margin
🎯 KPI: Shorter visit intervals + attach rate increase
Journey 03 — Inactivity-Triggered
Lapsing Guest Reactivation
Trigger: No visit in 30 days.
Message Sequence
  • Day 30: Re-engagement message — stronger incentive with urgency window
  • Day 37: Urgency reminder if unredeemed — menu-specific angle where Bikky data supports
  • Day 45: Final SMS attempt before the 60-day threshold
Intent
  • Intercept lapsing guests before they cross the 60-day threshold
  • Use Bikky-informed menu affinity to make the message relevant, not generic
🎯 KPI: Reactivation rate vs. pre-pilot lapsed baseline (days 30–60)
Journey 04 — Threshold-Triggered
High-Value Guest Nurture
Trigger: High AOV or high attach rate detected in Bikky
Message Sequence
  • Initial: Premium brand message — no heavy discount, exclusivity positioning
  • Ongoing: Limited-time menu highlights, featured proteins, LTO-forward
  • Cadence: Lower frequency — quality over volume for this segment
Intent
  • Protect margin and reinforce premium relationship with highest-value guests
  • Drive AOV and trade-up behavior — not visit frequency alone
🎯 KPI: AOV growth + trade-up behavior vs. baseline
Segmentation Logic Weekly Refresh
Core SMS Segments
  • New guest — visit 1 (onboarding journey)
  • Visits 2–3 (frequency acceleration journey)
  • 4+ visits (active loyal guests)
  • High AOV / high attach (nurture journey)
  • Lapsing — 30–60 days (reactivation journey)
  • Menu-specific affinity (where Bikky data supports)
Lifecycle Governance
Frequency & Suppression Rules
  • 3–5 day buffer after any purchase before follow-up send
  • Protect high-frequency guests from heavy discounting
  • Cap total triggered SMS at no more than 2 sends per week per guest
  • Throttle messaging for low-engagement subscribers over time
SMS Pilot KPIs
  • Opt-out rate (vs. acceptable threshold)
  • Click rate per journey
  • Revenue per message sent
  • Second-visit rate from Journey 01
  • Reactivation rate from Journey 03 (days 30–60)
Measuring Beyond Clicks

Success Framework

Every KPI is tied to a real business outcome. Media efficiency is an input — guest behavior is how we keep score.

Acquisition Metrics
Did we bring in new, identifiable guests?
  • Cost per new known guest acquired
  • % of transactions tied to known guest IDs
  • First-order conversion rate from paid
Behavior Metrics
Are they coming back and spending more?
  • Second-visit rate within 30 days
  • Attach rate change (add-ons per order)
  • Average order value shift over time
Retention Metrics
Are we building durable relationships?
  • Retention tracking through 60 days vs. baseline
  • Frequency lift for acquired cohort
  • Revenue stabilization or lift vs. control
Weeks 1–4 · Early
Leading Indicators
  • Known guest capture growth
  • First-order conversion rate
  • Identity penetration rate
Weeks 5–10 · Mid
Behavioral Indicators
  • Second-visit rate improvement
  • Attach rate increase
  • Frequency acceleration
Weeks 10–13 · Lagging
Revenue Indicators
  • Revenue stabilization or lift
  • Cohort LTV vs. baseline
  • Blueprint validated for scale
90-Day Media Plan

Media Recommendation

Four channels, each with a distinct and accountable role. $15,000/month total — every dollar mapped to a specific KPI tied to a real business outcome.

Google Search
Local non-brand + competitor keywords. Captures high-intent demand — people actively searching for somewhere to eat, right now.
$4,500
Per Month
$13,500 / 90 days
Primary KPIs: Cost per first order · Conversion rate · Top-of-page impression share
Google Performance Max
Store Goals / Directions. Always-on local presence that drives incremental store visits and direction requests within the trade area.
$3,750
Per Month
$11,250 / 90 days
Primary KPIs: Cost per store visit · Incremental visits vs. baseline
Meta — Facebook & Instagram
Prospecting video + first-order conversion. Broad discovery and identity capture, paired with strict suppression to prevent cannibalization of existing guests.
$4,500
Per Month
$13,500 / 90 days
Primary KPIs: Cost per new known guest · Cost per first purchase
YouTube
Trade area awareness. An efficient reach layer that creates demand and supports search and social conversion — kept lean and controlled during the pilot.
$2,250
Per Month
$6,750 / 90 days
Primary KPIs: Unique reach · Cost per completed view · Branded search volume lift
Total Pilot Investment
$15,000
Per Month
$45,000
90-Day Total
POS & Platform Alignment

Data Infrastructure

Olo and Toast are the transaction source of truth. Together with Punchh, Attentive, and Bikky, they form the data backbone that connects every channel decision in this pilot — from paid suppression to CRM lifecycle triggers.

Olo & Toast — Transaction Source of Truth
Conversion & Event Tracking
  • Define which transaction events matter: first order, repeat visit, attach behavior, and AOV changes
  • Align event definitions across Olo and Toast to prevent double-counting across platforms
  • Validate that conversion data flows correctly into Bikky, Punchh, and weekly reporting
  • Confirm that guest identity captured at point of sale populates downstream into CRM lifecycle triggers
Identity & Data Alignment
  • Audit how guest identity is captured across both Olo and Toast — digital and in-store
  • Ensure transactions are tied to known guest records wherever possible to maximize suppression list accuracy
  • Confirm required identity fields (email, phone, loyalty ID) are captured consistently at checkout
  • Identify and flag identity gaps that would reduce the completeness of paid suppression exports
Punchh, Attentive & Bikky — Activation & Intelligence
Suppression Export Cadence
  • Punchh is the primary identity export source — loyalty member lists are exported weekly and uploaded to all paid platforms
  • Attentive SMS and email subscriber lists are exported weekly and added to paid suppression audiences
  • Combined exports ensure the broadest possible suppression coverage across all known guests
CRM Lifecycle Integrity
  • New guest records from Olo and Toast must flow correctly into Punchh to trigger onboarding journeys at visit 1
  • Attentive journey triggers depend on Punchh segment data — validate that segment updates in Punchh sync reliably to Attentive
  • Bikky must receive clean, current transaction data from all upstream sources to produce accurate behavioral cohorts and Guest State Framework updates
  • Monitor identity capture rate week over week — flag any drops in loyalty sign-up or SMS opt-in rates for operational review