LESSON 1
Hypothesis
Choose a segment and time interval, such as weekday lunch. Define the desired change in traffic and acceptable costs, not just advertising reach.
LESSON 2
Test economics
Compare the contribution of orders with and without the promotion. Include discounts, advertising and additional variable costs. Revenue growth alone does not prove payback.
LESSON 3
Review
Compare similar days and available market trends. Record the decision: continue, adjust or end the test. Assess repeat visits only with reliable guest tracking.
Practical exercise
A promotion generated ₴8,000 in additional contribution margin and cost ₴5,000. What is the contribution after these costs?
Check the answer
₴3,000, provided the additional effect was measured correctly and all other relevant costs were included.