Nathan’s is overhauling its digital technology systems and infusing its strategy with data to franchisees in a move to optimize advertising and build loyalty with customers.
The partnership with Targetable allows the company to produce ads on the fly based on what’s trending across Nathan’s online channels, and serve them to people within a certain radius of the restaurant locations using audience segmented data and geotargeting. The chain reported that after one month, more than 100,000 customers within a four-mile radius of the three test locations saw the ads.
