Case study
Fast-casual dining
Quebec and Canada
from 5 locations to 100+ with a digital presence that scales
A 360° digital mandate that turned a homegrown Quebec bowl concept into a national brand with a community that wants to eat it, and wear it.
See the results
Case study
Fast-casual dining
Quebec and Canada
Poulet
Rouge
from 5 locations to 100+
with a digital presence
that scales
A 360° digital mandate that turned a homegrown
Quebec bowl concept into a national brand with a
community that wants to eat it, and wear it.
Quebec bowl concept into a national brand with a
community that wants to eat it, and wear it.
See the results
285M+
Views across Instagram,
Facebook and TikTok
Facebook and TikTok
285M+
Views across Instagram, Facebook and TikTok
4M+
Engagements across all three platforms
4M+
Engagements across all
three platforms
three platforms
53.6M
TikTok video views
53.6M
TikTok video views
57.7K
Instagram followers
57.7K
Instagram followers
41.3K
TikTok followers
100+
Location openings supported
41.3K
TikTok followers
100+
Location openings
supported
supported
About
the brand
About
Born in Quebec, Poulet Rouge is a homegrown brand offering a modern fast-casual dining experience built around a simple idea: bringing together bold flavours, fresh ingredients, and endless possibilities for customization.
Inspired by its Quebec roots and the Mediterranean heritage of its founders, the brand has developed its own take on modern fusion, with customizable grilled chicken bowls at the heart of the experience.
Since day one, energy, love, and passion have shaped Poulet Rouge’s identity, three values embodied by its iconic red. Driven by innovation and an ambitious vision, the company has grown from a local concept into a network of more than 100 locations.
the brand
Born in Quebec, Poulet Rouge is a homegrown brand offering a
modern fast-casual dining experience built around a simple idea:
bringing together bold flavours, fresh ingredients, and endless
possibilities for customization.
modern fast-casual dining experience built around a simple idea:
bringing together bold flavours, fresh ingredients, and endless
possibilities for customization.
Inspired by its Quebec roots and the Mediterranean
heritage of its founders, the brand has developed its
own take on modern fusion, with customizable grilled
chicken bowls at the heart of the experience.
heritage of its founders, the brand has developed its
own take on modern fusion, with customizable grilled
chicken bowls at the heart of the experience.
Since day one, energy, love, and passion have shaped Poulet
Rouge’s identity, three values embodied by its iconic red. Driven by
innovation and an ambitious vision, the company has grown from a
local concept into a network of more than 100 locations.
Rouge’s identity, three values embodied by its iconic red. Driven by
innovation and an ambitious vision, the company has grown from a
local concept into a network of more than 100 locations.
Accessible
Fast-casual dining for everyone
Challenge
When our partnership began, Poulet Rouge had just opened its fifth location and already recognized the potential of digital marketing to support its growth, but lacked the necessary in-house expertise.
Our challenge was to build a digital presence capable of scaling alongside the brand, standing out in a highly competitive market, and developing an engaged community around a clear positioning:
Fresh
Fresh ingredients and bold flavours
Accessible
Fast-casual dining for everyone
Fresh
Fresh ingredients and bold flavours
Distinctive
A standout voice in a competitive market
Customizable
Endless possibilities for every bowl
Distinctive
A standout voice in a competitive market
Customizable
Endless possibilities for every bowl
Challenge
When our partnership began, Poulet Rouge had just
opened its fifth location and already recognized the
potential of digital marketing to support its growth, but
lacked the necessary in-house expertise.
opened its fifth location and already recognized the
potential of digital marketing to support its growth, but
lacked the necessary in-house expertise.
Our challenge was to build a digital presence capable of scaling alongside
the brand, standing out in a highly competitive market, and developing an
engaged community around a clear positioning:
the brand, standing out in a highly competitive market, and developing an
engaged community around a clear positioning:
Mandate
Increase Poulet Rouge’s brand awareness,
build an engaged community, and support
its rapid growth across Canada.
build an engaged community, and support
its rapid growth across Canada.
Mandate
As an extension of their marketing team, we lead a digital mandate
focused on launching national campaigns, supporting new location
openings, and driving new LTO projects—an approach that
continuously evolves alongside the brand.
focused on launching national campaigns, supporting new location
openings, and driving new LTO projects—an approach that
continuously evolves alongside the brand.
Increase Poulet Rouge’s brand awareness, build an engaged community, and support its rapid growth across Canada.
As an extension of their marketing team, we lead
a digital mandate focused on launching national
campaigns, supporting new location openings,
and driving new LTO projects—an approach that
continuously evolves alongside the brand.
a digital mandate focused on launching national
campaigns, supporting new location openings,
and driving new LTO projects—an approach that
continuously evolves alongside the brand.
Solution
Solution
Our work with Poulet Rouge is built around a proactive, agile, and innovation-driven approach, with a strategy that evolves alongside trends, platforms, and consumer behaviour.
Our work with Poulet Rouge is built around a proactive,
agile, and innovation-driven approach, with a strategy
that evolves alongside trends, platforms, and
consumer behaviour.
agile, and innovation-driven approach, with a strategy
that evolves alongside trends, platforms, and
consumer behaviour.
A test-and-learn culture
The trust we’ve built with the brand has allowed us to establish a true test-and-
learn culture, including making Poulet Rouge one of the first Quebec restaurant
brands to invest in TikTok.
learn culture, including making Poulet Rouge one of the first Quebec restaurant
brands to invest in TikTok.
A test-and-learn culture
The trust we’ve built with the brand has allowed us to establish a true test-and-learn culture, including making Poulet Rouge one of the first Quebec restaurant brands to invest in TikTok.
From Quebec to a
national approach
We supported the expansion across Canada, evolving a strategy originally
developed for Quebec into a national brand. Separate pages and audiences, market-
specific budget recommendations, campaign adaptations, and an evolving digital
strategy rethink the ecosystem around the realities of each market while keeping a
consistent brand identity nationwide.
developed for Quebec into a national brand. Separate pages and audiences, market-
specific budget recommendations, campaign adaptations, and an evolving digital
strategy rethink the ecosystem around the realities of each market while keeping a
consistent brand identity nationwide.
From Quebec to a national approach
We supported the expansion across Canada, evolving a strategy originally developed for Quebec into a national brand. Separate pages and audiences, market-specific budget recommendations, campaign adaptations, and an evolving digital strategy rethink the ecosystem around the realities of each market while keeping a consistent brand identity nationwide.
One
integrated
approach
Today, this approach combines organic content, paid media,
influencer marketing, and community building, both in Quebec
and across the rest of Canada.
influencer marketing, and community building, both in Quebec
and across the rest of Canada.
One
integrated
approach
Today, this approach combines organic
content, paid media, influencer marketing,
and community building, both in Quebec and
across the rest of Canada.
content, paid media, influencer marketing,
and community building, both in Quebec and
across the rest of Canada.
100M+
Views since 2019, including nearly
32M organic
32M organic
1.2M+
Engagements
57,000+
Real followers who regularly engage
with the brand
with the brand
70K+
Followers between Quebec
and Canada
and Canada
131M+
Views, with over 112M
attributed to paid media
attributed to paid media
2.6M
Engagements
TikTok
53.6M
Video views between March 2024
and September 2026
and September 2026
409,000+
Engagements, including over
55,000 shares
55,000 shares
41,000+
Followers
Results
Beyond platform growth, our partnership with Poulet Rouge has
helped build a social ecosystem capable of generating visibility and
engagement at scale, while supporting the brand’s continued
expansion.
helped build a social ecosystem capable of generating visibility and
engagement at scale, while supporting the brand’s continued
expansion.
Results
Beyond platform growth, our
partnership with Poulet Rouge has
helped build a social ecosystem
capable of generating visibility and
engagement at scale, while
supporting the brand’s continued
expansion.
partnership with Poulet Rouge has
helped build a social ecosystem
capable of generating visibility and
engagement at scale, while
supporting the brand’s continued
expansion.
100M+
Views since 2019, including nearly 32M organic
1.2M+
Engagements
57,000+
Real followers who regularly engage with the brand
70K+
Followers between Quebec and Canada
131M+
Views, with over 112M attributed to paid media
2.6M
Engagements
TikTok
53.6M
Video views between March 2024 and September 2026
409,000+
Engagements, including over 55,000 shares
41,000+
Followers
Strategy
Branding
Digital strategy
Fractional CMO
Services
Social media
Paid media
Content creation
Photography and videography
Community growth
Creator and influencer management
Local marketing
SEO and Google Ads
Web design
Platforms
TikTok
Instagram
Facebook
Highlights
285M+ views across Instagram,
Facebook and TikTok
Facebook and TikTok
Support for 100+ location
openings
openings
4M+ engagements across all
three platforms
three platforms
Project
scope
Strategy
Branding
Digital strategy
Fractional CMO
Services
Social media
Paid media
Content creation
Photography and videography
Community growth
Creator and influencer management
Local marketing
SEO and Google Ads
Web design
Platforms
TikTok
Instagram
Facebook
Highlights
285M+ views across Instagram, Facebook and TikTok
Support for 100+ location openings
4M+ engagements across all three platforms
Project
scope
Selected
Selected
Campaigns
Campaigns
Supporting
100+ location
openings
Objective
Support the rapid growth of Poulet Rouge’s network with a
structure capable of supporting every new opening, while building
local excitement and maintaining a consistent brand experience
from one market to the next.
structure capable of supporting every new opening, while building
local excitement and maintaining a consistent brand experience
from one market to the next.
Solution
We developed a repeatable opening playbook that could be
adapted to each market, covering every stage of a launch: hype-
building, the official opening-day announcement, contests, and
targeted media amplification. A dedicated advertising budget per
opening helped support each launch locally and reach
communities surrounding new locations.
adapted to each market, covering every stage of a launch: hype-
building, the official opening-day announcement, contests, and
targeted media amplification. A dedicated advertising budget per
opening helped support each launch locally and reach
communities surrounding new locations.
To humanize the brand’s growth, our team was also on-site for
the first 30 openings, producing content that highlighted the
franchisees, managers, and teams behind Poulet Rouge. This
was complemented by real-time event coverage and the
creation of local Facebook pages to establish a dedicated
digital presence within each new community.
the first 30 openings, producing content that highlighted the
franchisees, managers, and teams behind Poulet Rouge. This
was complemented by real-time event coverage and the
creation of local Facebook pages to establish a dedicated
digital presence within each new community.
Results
This structure helped turn each opening into a true local event,
generating excitement from day one through lineups, strong
opening sales, and franchisees actively engaged in their launches.
The formula was successfully repeated across more than 100
openings, while maintaining a consistent brand experience from
market to market.
generating excitement from day one through lineups, strong
opening sales, and franchisees actively engaged in their launches.
The formula was successfully repeated across more than 100
openings, while maintaining a consistent brand experience from
market to market.
100+
Openings
30
Openings covered on-site
70+
Cities across Canada
Supporting 100+ location openings
Objective
Support the rapid growth of Poulet Rouge’s network with a structure capable of supporting every new opening, while building local excitement and maintaining a consistent brand experience from one market to the next.
Solution
We developed a repeatable opening playbook
that could be adapted to each market, covering
every stage of a launch: hype-building, the
official opening-day announcement, contests,
and targeted media amplification. A dedicated
advertising budget per opening helped support
each launch locally and reach communities
surrounding new locations.
that could be adapted to each market, covering
every stage of a launch: hype-building, the
official opening-day announcement, contests,
and targeted media amplification. A dedicated
advertising budget per opening helped support
each launch locally and reach communities
surrounding new locations.
To humanize the brand’s growth, our team was also on-site for the first 30 openings, producing content that highlighted the franchisees, managers, and teams behind Poulet Rouge. This was complemented by real-time event coverage and the creation of local Facebook pages to establish a dedicated digital presence within each new community.
Results
This structure helped turn each opening into a true local event, generating excitement from day one through lineups, strong opening sales, and franchisees actively engaged in their launches. The formula was successfully repeated across more than 100 openings, while maintaining a consistent brand experience from market to market.
100+
Openings
30
Openings covered on-site
70+
Cities across Canada
Merchandise
launch
Objective
Merchandise was one of the opportunities we had
identified early on to evolve the brand experience and
create a new touchpoint with the community. We imagined
and designed current, distinctive, and desirable pieces
that people would genuinely want to wear.
identified early on to evolve the brand experience and
create a new touchpoint with the community. We imagined
and designed current, distinctive, and desirable pieces
that people would genuinely want to wear.
The goal was also to connect with the brand’s most passionate
ambassadors, those looking to take their relationship with Poulet Rouge
even further, drawing inspiration from the excitement generated by exclusive
drops from major brands. Limiting availability to select activations and
contests helped create scarcity, generate buzz, and strengthen the
community’s connection to the brand.
ambassadors, those looking to take their relationship with Poulet Rouge
even further, drawing inspiration from the excitement generated by exclusive
drops from major brands. Limiting availability to select activations and
contests helped create scarcity, generate buzz, and strengthen the
community’s connection to the brand.
Solution
We designed a merchandise collection as a true extension of the Poulet Rouge
universe: trend-forward, current, and distinctive pieces people would genuinely
want to wear, rather than traditional promotional merchandise. The designs drew
inspiration from fashion and contemporary culture to create pieces that stand
out, while remaining instantly recognizable as Poulet Rouge.
universe: trend-forward, current, and distinctive pieces people would genuinely
want to wear, rather than traditional promotional merchandise. The designs drew
inspiration from fashion and contemporary culture to create pieces that stand
out, while remaining instantly recognizable as Poulet Rouge.
Results
The scarcity quickly created the intended effect: people continue to
comment and ask how they can get their hands on the merchandise, while
the pieces are consistently requested by the community at events. This new
touchpoint has helped position Poulet Rouge as a brand consumers don’t
just want to eat, they want to wear it, too.
comment and ask how they can get their hands on the merchandise, while
the pieces are consistently requested by the community at events. This new
touchpoint has helped position Poulet Rouge as a brand consumers don’t
just want to eat, they want to wear it, too.
Merchandise launch
Objective
Merchandise was one of the opportunities we had identified early on to evolve the brand experience and create a new touchpoint with the community. We imagined and designed current, distinctive, and desirable pieces that people would genuinely want to wear.
The goal was also to connect with the brand’s most passionate
ambassadors, those looking to take their relationship with Poulet Rouge even further, drawing inspiration from the excitement generated by exclusive drops from major brands. Limiting availability to select activations and contests helped create scarcity, generate buzz, and strengthen the community’s connection to the brand.
ambassadors, those looking to take their relationship with Poulet Rouge even further, drawing inspiration from the excitement generated by exclusive drops from major brands. Limiting availability to select activations and contests helped create scarcity, generate buzz, and strengthen the community’s connection to the brand.
Solution
We designed a merchandise collection as a true extension of the Poulet Rouge universe: trend-forward, current, and distinctive pieces people would genuinely want to wear, rather than traditional promotional merchandise. The designs drew inspiration from fashion and contemporary culture to create pieces that stand out, while remaining instantly recognizable as Poulet Rouge.
Results
The scarcity quickly created the intended effect:
people continue to comment and ask how they
can get their hands on the merchandise, while the
pieces are consistently requested by the
community at events. This new touchpoint has
helped position Poulet Rouge as a brand
consumers don’t just want to eat, they want to
wear it, too.
people continue to comment and ask how they
can get their hands on the merchandise, while the
pieces are consistently requested by the
community at events. This new touchpoint has
helped position Poulet Rouge as a brand
consumers don’t just want to eat, they want to
wear it, too.
LTO: Avocat
Sublime
Objective
Create a strong sense of desirability and urgency around a
flavour available for a limited time. The challenge was to generate
enough curiosity and conversation to encourage consumers to
step outside their usual order and try something new during its
short availability window.
flavour available for a limited time. The challenge was to generate
enough curiosity and conversation to encourage consumers to
step outside their usual order and try something new during its
short availability window.
Solution
We developed a 360° launch designed to maximize visibility and
desirability around the new product: a lifestyle photoshoot, high-
end and trend-driven videos, an Instagram banner and takeover,
media amplification, and even a nail art collaboration with a beauty
salon, bringing Avocat Sublime to life beyond the traditional codes
of restaurant marketing.
desirability around the new product: a lifestyle photoshoot, high-
end and trend-driven videos, an Instagram banner and takeover,
media amplification, and even a nail art collaboration with a beauty
salon, bringing Avocat Sublime to life beyond the traditional codes
of restaurant marketing.
The launch was amplified by a large-scale influencer campaign
across Instagram and TikTok, with more than 50 collaborations
published within the same week. This concentrated approach was
designed to create real momentum and make the new launch feel
like it was everywhere, all at once.
across Instagram and TikTok, with more than 50 collaborations
published within the same week. This concentrated approach was
designed to create real momentum and make the new launch feel
like it was everywhere, all at once.
Results
The campaign generated more than 2.1M views across Instagram,
Facebook, and TikTok, including 1.37M on TikTok, along with more than
25,000 total interactions. On Instagram alone, the content was shared
more than 1,000 times, while Facebook generated nearly 16,000 clicks.
In the end, tens of thousands of bowls sold across the network.
Facebook, and TikTok, including 1.37M on TikTok, along with more than
25,000 total interactions. On Instagram alone, the content was shared
more than 1,000 times, while Facebook generated nearly 16,000 clicks.
In the end, tens of thousands of bowls sold across the network.
The impact also extended beyond the planned activations:
several creators organically joined the conversation and
published content without a paid partnership, further amplifying
Avocat Sublime’s online presence. The campaign successfully
turned an LTO into a true cultural moment for the brand.
several creators organically joined the conversation and
published content without a paid partnership, further amplifying
Avocat Sublime’s online presence. The campaign successfully
turned an LTO into a true cultural moment for the brand.
23
Posts
2.17M
Views
25.3K
Interactions
Instagram
201.81K
Views
3.04K
Interactions
Facebook
597.35K
Views
18.38K
Interactions
TikTok
1.37M
Views
3.84K
Interactions
LTO: Avocat Sublime
Objective
Create a strong sense of desirability and urgency around a flavour available for a limited time. The challenge was to generate enough curiosity and conversation to encourage consumers to step outside their usual order and try something new during its short availability window.
Solution
We developed a 360° launch designed to maximize visibility and desirability around the new product: a lifestyle photoshoot, high- end and trend-driven videos, an Instagram banner and takeover, media amplification, and even a nail art collaboration with a beauty salon, bringing Avocat Sublime to life beyond the traditional codes of restaurant marketing.
The launch was amplified by a large-scale influencer campaign across Instagram and TikTok, with more than 50 collaborations published within the same week. This concentrated approach was designed to create real momentum and make the new launch feel like it was everywhere, all at once.
Results
The campaign generated more than 2.1M views across Instagram, Facebook, and TikTok, including 1.37M on TikTok, along with more than 25,000 total interactions. On Instagram alone, the content was shared more than 1,000 times, while Facebook generated nearly 16,000 clicks. In the end, tens of thousands of bowls sold across the network.
The impact also extended beyond the planned activations: several creators organically joined the conversation and published content without a paid partnership, further amplifying Avocat Sublime’s online presence. The campaign successfully turned an LTO into a true cultural moment for the brand.
23
Posts
2.17M
Views
25.3K
Interactions
Instagram
201.81K
Views
3.04K
Interactions
Facebook
597.35K
Views
18.38K
Interactions
TikTok
1.37M
Views
3.84K
Interactions
proofs
Summer LTO:
Raspberry-Pomegranate Sauce,
Tiramisu and Kale Base
Objective
Turn the launch of three new summer offerings into a true brand moment
by maximizing visibility and desirability throughout their limited availability.
The goal was to drive trial quickly, while ensuring each new product
received enough visibility to stand on its own.
by maximizing visibility and desirability throughout their limited availability.
The goal was to drive trial quickly, while ensuring each new product
received enough visibility to stand on its own.
Solution
The main creative challenge was launching three products with
completely different identities, a sauce, a new base, and a dessert, at the
same time without diluting the message. We developed a campaign that
brought all three together under one cohesive summer universe while
giving each product its own moment and distinct creative codes.
completely different identities, a sauce, a new base, and a dessert, at the
same time without diluting the message. We developed a campaign that
brought all three together under one cohesive summer universe while
giving each product its own moment and distinct creative codes.
The strategy was rolled out across a variety of
content types and formats, supported by targeted
amplification, creating multiple touchpoints and
opportunities for discovery while maintaining
momentum throughout the LTO period.
content types and formats, supported by targeted
amplification, creating multiple touchpoints and
opportunities for discovery while maintaining
momentum throughout the LTO period.
Results
The organic campaign generated 8.56M views and more than
109,000 interactions across 31 pieces of content, giving all three
new offerings strong visibility and allowing the launch to sustain
interest well beyond the initial announcement.
109,000 interactions across 31 pieces of content, giving all three
new offerings strong visibility and allowing the launch to sustain
interest well beyond the initial announcement.
8.56M
Organic views
109K+
Interactions
31
Pieces of content
Summer LTO:
Raspberry-Pomegranate Sauce, Tiramisu and Kale Base
Objective
Turn the launch of three new summer offerings into a true brand moment by maximizing visibility and desirability throughout their limited availability. The goal was to drive trial quickly, while ensuring each new product received enough visibility to stand on its own.
Solution
The main creative challenge was launching three products with completely different identities, a sauce, a new base, and a dessert, at the same time without diluting the message. We developed a campaign that brought all three together under one cohesive summer universe while giving each product its own moment and distinct creative codes.
The strategy was rolled out across a variety of content types and formats, supported by targeted amplification, creating multiple touchpoints and opportunities for discovery while maintaining momentum throughout the LTO period.
Results
The organic campaign generated 8.56M views
and more than 109,000 interactions across 31
pieces of content, giving all three new offerings
strong visibility and allowing the launch to
sustain interest well beyond the initial
announcement.
and more than 109,000 interactions across 31
pieces of content, giving all three new offerings
strong visibility and allowing the launch to
sustain interest well beyond the initial
announcement.
8.56M
Organic views
109K+
Interactions
31
Pieces of content
Supporting 100+ local
marketing campaigns
Objective
As the network grew rapidly, one of the key challenges was ensuring that every
location and every franchisee continued to have its own spotlight, even as Poulet
Rouge became an increasingly national brand. The goal was to create local relevance,
strengthen connections with individual communities, and drive in-store traffic.
location and every franchisee continued to have its own spotlight, even as Poulet
Rouge became an increasingly national brand. The goal was to create local relevance,
strengthen connections with individual communities, and drive in-store traffic.
Solution
We developed a local marketing approach tailored to each
market, combining local content, real-time event coverage,
collaborations with local creators, targeted contests,
promotions, and geo-targeted advertising campaigns.
market, combining local content, real-time event coverage,
collaborations with local creators, targeted contests,
promotions, and geo-targeted advertising campaigns.
This approach also supported local activations and sports
partnerships, including collaborations with CF Montréal, the
Carabins, and the Montréal Victoire, as well as events such as
location openings and anniversary celebrations.
partnerships, including collaborations with CF Montréal, the
Carabins, and the Montréal Victoire, as well as events such as
location openings and anniversary celebrations.
Results
More than 100 local marketing campaigns were deployed, allowing individual locations to
maintain a strong presence within their own communities while benefiting from the strength
of the national brand. This approach helped give franchisees greater visibility, create market-
specific moments, and turn local initiatives into meaningful touchpoints between Poulet
Rouge and its communities.
maintain a strong presence within their own communities while benefiting from the strength
of the national brand. This approach helped give franchisees greater visibility, create market-
specific moments, and turn local initiatives into meaningful touchpoints between Poulet
Rouge and its communities.
100+
Local marketing campaigns
deployed
deployed
CF Montréal
Carabins
Montréal Victoire
Supporting 100+ local marketing campaigns
Objective
As the network grew rapidly, one of the key challenges was ensuring that every location and every franchisee continued to have its own spotlight, even as Poulet Rouge became an increasingly national brand. The goal was to create local relevance, strengthen connections with individual communities, and drive in-store traffic.
Solution
We developed a local marketing approach tailored to each market, combining local content, real-time event coverage, collaborations with local creators, targeted contests, promotions, and geo-targeted advertising campaigns.
This approach also supported local activations and sports partnerships, including collaborations with CF Montréal, the Carabins, and the Montréal Victoire, as well as events such as location openings and anniversary celebrations.
Results
More than 100 local marketing campaigns were deployed, allowing individual locations to maintain a strong presence within their own communities while benefiting from the strength of the national brand. This approach helped give franchisees greater visibility, create market-specific moments, and turn local initiatives into meaningful touchpoints between Poulet Rouge and its communities.
100+
Local marketing campaigns deployed
CF Montréal
Carabins
Montréal Victoire
proofs
Paid
media
Paid
In the QSR space, most sales can't be traced back to an ad. Sales at the counter, on Uber Eats and on DoorDash all sit outside the ad platforms' view.
So instead of chasing a pretty ROAS in Ads Manager, we built Poulet Rouge's paid media around one job: creating demand. Engagement, engagement rate and cost per engagement were our leading metrics.
media
In the QSR space, most sales can't be traced back to an
ad. Sales at the counter, on Uber Eats and on DoorDash
all sit outside the ad platforms' view.
ad. Sales at the counter, on Uber Eats and on DoorDash
all sit outside the ad platforms' view.
So instead of chasing a pretty ROAS in Ads Manager, we built Poulet Rouge's paid
media around one job: creating demand. Engagement, engagement rate and cost
per engagement were our leading metrics.
media around one job: creating demand. Engagement, engagement rate and cost
per engagement were our leading metrics.
Engagement
Engagement
engagement rate
engagement rate
cost per engagement
were our leading metrics.
cost per engagement
were our leading metrics.
National reach,
local impact
As the network grew past 100 locations, we built an advertising infrastructure with national reach that still made an impact at the single-location level.
Every location was mapped into geo zones: 10 regional zones across Quebec, the Greater Toronto Area, Ottawa–Gatineau and Edmonton, each run separately on Facebook and Instagram. A budget formula then split every campaign's budget across zones based on the number of locations in each one.
As the network grew past 100 locations, we built an
advertising infrastructure with national reach that still
made an impact at the single-location level.
advertising infrastructure with national reach that still
made an impact at the single-location level.
Every location was mapped into geo zones: 10 regional zones across Quebec, the
Greater Toronto Area, Ottawa–Gatineau and Edmonton, each run separately on
Facebook and Instagram. A budget formula then split every campaign's budget
across zones based on the number of locations in each one.
Greater Toronto Area, Ottawa–Gatineau and Edmonton, each run separately on
Facebook and Instagram. A budget formula then split every campaign's budget
across zones based on the number of locations in each one.
This kept spend fair to every
franchisee, while launches got
their own layer on top: dedicated
opening campaigns and a fixed budget
for every new location.
Within those zones, creative did the interest targeting. We only set geographic and
demographic limits, then let the content find its audience. Instead of old-school funnels,
we ran broad campaigns split by topic, fed with organic content that had already proven
itself. We boosted what worked.
demographic limits, then let the content find its audience. Instead of old-school funnels,
we ran broad campaigns split by topic, fed with organic content that had already proven
itself. We boosted what worked.
Google Ads:
reaching people
looking for a restaurant
near them
We didn't just run generic search or display campaigns. We built 109 location-
specific campaigns aimed at the mobile devices of people actively looking for a
restaurant near them, optimized for "Get Directions" clicks and taps rather than
website visits. When someone nearby searched for where to eat, Poulet Rouge
showed up, down to the individual store.
specific campaigns aimed at the mobile devices of people actively looking for a
restaurant near them, optimized for "Get Directions" clicks and taps rather than
website visits. When someone nearby searched for where to eat, Poulet Rouge
showed up, down to the individual store.
Local marketing
Beyond the zones, we worked hand in hand with Poulet Rouge's local marketing
team to amplify select locations across Canada. Over 70 local campaigns, from
Sherbrooke to West Edmonton Mall, supported "first 100 bowls free" events,
anniversaries, contests and sports partnerships, giving individual franchisees
their own spotlight on top of the national layer.
team to amplify select locations across Canada. Over 70 local campaigns, from
Sherbrooke to West Edmonton Mall, supported "first 100 bowls free" events,
anniversaries, contests and sports partnerships, giving individual franchisees
their own spotlight on top of the national layer.
App downloads
We also ran loyalty app download campaigns, the most valuable form of
demand capture on social. The app builds a customer database the brand
owns, and it ties future orders back to marketing in a way the POS never could.
demand capture on social. The app builds a customer database the brand
owns, and it ties future orders back to marketing in a way the POS never could.
This kept spend fair to every franchisee, while launches got their own layer on top: dedicated opening campaigns and a fixed budget for every new location.
Within those zones, creative did the interest targeting. We only set geographic and demographic limits, then let the content find its audience. Instead of old-school funnels, we ran broad campaigns split by topic, fed with organic content that had already proven itself. We boosted what worked.
Google Ads:
reaching people looking for a restaurant near them
reaching people looking for a restaurant near them
We didn't just run generic search or display campaigns. We built 109 location-specific campaigns aimed at the mobile devices of people actively looking for a restaurant near them, optimized for "Get Directions" clicks and taps rather than website visits. When someone nearby searched for where to eat, Poulet Rouge showed up, down to the individual store.
Local marketing
Beyond the zones, we worked hand in hand with Poulet Rouge's local marketing team to amplify select locations across Canada. Over 70 local campaigns, from Sherbrooke to West Edmonton Mall, supported "first 100 bowls free" events, anniversaries, contests and sports partnerships, giving individual franchisees their own spotlight on top of the national layer.
App downloads
We also ran loyalty app download campaigns, the most valuable form of demand capture on social. The app builds a customer database the brand owns, and it ties future orders back to marketing in a way the POS never could.
National reach,
local impact
Results
Study was done in 2026
10% year-over-year same store
sales increases attributed to digital
marketing activities.
Total managed in 2025
More than $1.6 million in ad spend
managed across Meta, Google
Ads and TikTok
Oct. 2023 – Sept. 2026
Meta
Total Reach
198M impressions
Paid Engagement
54.8M paid post engagements (Meta's ad metric,
which includes video plays) at an average of $0.02
per engagement, a 27.6% engagement rate
which includes video plays) at an average of $0.02
per engagement, a 27.6% engagement rate
Cost Efficiency
Cost per engagement dropped from $0.031 in 2025
to $0.020 in 2026, while spend grew 63%
to $0.020 in 2026, while spend grew 63%
Aug. 2024 – Sept. 2026
Google Ads
foot traffic
1M+ "Get Directions" clicks and taps across 109
location campaigns, at about $0.24 each
location campaigns, at about $0.24 each
Ad Performance
95.8M impressions and 1.95M clicks
March 2024 – Sept. 2026
TikTok
video reach
25M video views at a $2.37 CPM
Results
Study was done in 2026
10% year-over-year same store sales increases attributed to digital marketing activities.
Total managed in 2025
More than $1.6 million in ad spend managed across Meta, Google Ads and TikTok
Oct. 2023 – Sept. 2026
Meta
Total Reach
198M impressions
Paid Engagement
54.8M paid post engagements (Meta's ad metric, which includes video plays) at an average of $0.02 per engagement, a 27.6% engagement rate
Cost Efficiency
Cost per engagement dropped from $0.031 in
2025 to $0.020 in 2026, while spend grew 63%
2025 to $0.020 in 2026, while spend grew 63%
Aug. 2024 – Sept. 2026
Google Ads
foot traffic
1M+ "Get Directions" clicks and taps across 109 location campaigns, at about $0.24 each
Ad Performance
95.8M impressions and 1.95M clicks
March 2024 – Sept. 2026
TikTok
video reach
25M video views at a $2.37 CPM
Ready to scale
your brand with a
digital partner?
Let’s build a strategy that grows
alongside your brand, from your
first locations to a national
network
Start a project
View more case studies
Ready
to scale
your brand with a
digital partner?
Let’s build a strategy that grows alongside your brand, from your first locations to a national network
Start a project
View more case studies
Let’s make
your QSR brand
your QSR brand
impossible to resist
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