Expanding into new markets — or filling white space within existing markets — is one of the most effective ways for restaurant brands to grow. It’s also one of the most expensive if early momentum doesn’t materialize.

New locations need first-time and “undecided” diners to ramp quickly, but broad discounts and rewards often erode margin and subsidize guests who would have visited anyway. 

One large casual dining franchisee took a different approach, using Upside’s personalized offers to drive incremental traffic and validating profitable lift. Let’s look at how it worked.

The challenge: Ramp locations without eroding margins

Like many restaurant brands, this 300+ unit franchisee operated across a mix of mature markets, under-penetrated markets, and new and expanding trade areas. The core challenge wasn’t awareness — it was directing incremental demand to specific locations and dayparts without cannibalizing loyal guests or relying on blanket promotions.

Before committing to a full rollout, the brand needed proof that any new channel could: 

• Drive new and lapsed diners
• Deliver incremental visits 
• Protect margins
• Scale predictably

The approach: Pilot first, prove incrementality, then expand

The franchisee launched a controlled pilot with Upside across 46 locations in three states, using test-vs-control measurement to validate performance at the unit level.

Upside was deployed to:

• Target new and infrequent diners near each location
• Serve personalized, margin-bound cash back offers
• Adjust incentives dynamically as behavior changed
• Pay only on verified, incremental transactions

The goal wasn’t short-term spikes, but long-term behavior change.

The results: Fast ramps and sustained lift

Once incrementality and ROI were proven across the pilot, the brand expanded Upside to the rest of the 280+ locations, enabling broader test-and-learn across both new and existing markets.

Across the expanded footprint, the franchisee achieved:

• $3 million in Upside-driven sales
• 74% program ROI
• 2x visits from existing guests
• 3x visits from new and lapsed guests
• 64% reorder rate, indicating durable behavior change

Importantly, offers naturally decreased over time as guests became more frequent — preserving margin while sustaining incremental traffic.

Why this matters for Olive Garden

Olive Garden’s growth strategy similarly depends on disciplined expansion: opening new restaurants, filling suburban white space, and increasing dine-in and off-peak traffic — all while protecting everyday value and industry-leading margins.

This case study demonstrates how Upside supports that strategy through a low-risk, pilot-first approach. Brands can validate incrementality in select markets, confirm unit-level economics, and scale only after results are proven.

For Olive Garden, Upside represents an opportunity to test, learn, and expand with confidence, turning new market growth into a measurable, repeatable advantage. Ready to learn more? Reach out to our team of restaurant experts.