How Panda Express Reversed a Sales Slump With Direct Mail

The quick service Chinese food chain connected with nearby customers' mailboxes

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When Panda Express noticed locations without a drive-thru were struggling, the brand sought to spur online delivery orders by connecting to customers’ offline mailboxes with direct mail.

The ultimate goal is getting those same customers to order online or via its app, since the valuable first-party data it provides is the key to developing long term-customer relationships.

“When someone says direct mail is so antiquated I say, ‘It’s an onramp for digital adoption,’” Fabiola del Rio, Panda Express’s executive director of community marketing, told Adweek.

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