Taste of Groupon – Campaign Overview
Scope:
The Taste of Groupon campaign was a multi-season, multi-market initiative designed to spotlight Groupon’s wide-ranging food and dining experiences. The campaign leveraged seasonal dining trends—such as outdoor dining and food tours in spring/summer and indoor fine dining and cozy tasting menus in autumn/winter—to deliver a dynamic, year-round merchandising strategy.
The campaign spanned North America, EMEA, and APAC markets, including the U.S., UK, France, Germany, Italy, Spain, Ireland, Poland, and Australia.
Business Goals
Expand dining category awareness – reposition Groupon as not just a discount site but a destination for culinary discovery and experiential dining.
Increase merchant participation – encourage more restaurants, cafes, and food experiences to list on Groupon by highlighting the platform’s ability to generate footfall.
Boost customer engagement & frequency – leverage seasonality to drive repeat purchases and showcase a rotating inventory of fresh dining options.
Localize experiences – tailor creative and messaging to regional dining cultures and seasonal availability.
ROI Framework
Incremental dining revenue uplift: compare dining category performance versus baseline pre-campaign periods.
Cost per acquisition (CPA): ensure marketing spend efficiency for both customer acquisition and merchant onboarding.
Merchant ROI: track how restaurants and dining merchants benefited from Groupon (bookings, table turnarounds, and new customer exposure).
Lifetime Value (LTV): measure customer repeat purchase behavior within the dining vertical over multiple seasons.
Key KPIs
Top of Funnel:
Impressions and reach of seasonal creative across paid and owned channels.
Video completion rates for digital storytelling assets (e.g., outdoor dining sizzle reels, winter tasting menu videos).
Mid Funnel:
Engagement rate (CTR) on seasonal landing pages (e.g., “Summer Dining Experiences” vs. “Winter Cozy Dining”).
Seasonal voucher view-to-purchase conversion rate.
Lower Funnel:
Number of dining vouchers purchased per season, segmented by geography and seasonality.
Average Order Value (AOV) and redemption rates.
Percentage increase in merchants listing seasonal offers.
Brand Equity KPIs:
Growth in “Dining” as a category share within Groupon’s overall product mix.
Merchant satisfaction score (NPS).
