Carl's Jr.
With competition rising in quick-service dining, finding an edge is vital. Leading restaurant brand Carl’s Jr. partnered with PMG and Snapchat to turn online attention into in-store action. Using Promoted Places, the campaign delivered an 18.1% lift in incremental visits, plus gains in ad awareness and brand favorability.
With Promoted Places, Carl’s Jr. restaurants appeared across Snapchat’s map and discovery surfaces, making nearby restaurant locations easier to find and encouraging in-person visits.
Turning Passersby to Purchases
Carl’s Jr. wanted media that could turn digital attention into real-world restaurant visits – especially among younger, mobile-first audiences. With its long-time marketing partner PMG, Carl’s Jr. identified Snapchat as a strong fit: location-based discovery that can sway decisions when convenience and cravings collide.
Putting Promoted Places on the Map
Promoted Places offered a clear test-and-learn opportunity. PMG led the activation and testing strategy, leveraging Promoted Places’ closed beta to assess impact on incremental visits and efficiency. Carl’s Jr. restaurants appeared across map and discovery surfaces, making nearby restaurant locations easier to find and encouraging in-person visits.
PMG led the activation and testing strategy, leveraging Promoted Places’ closed beta to assess impact on incremental visits and efficiency. Incremental foot traffic was measured by InMarket, paired with Snap Brand Lift to evaluate impact across both performance and brand metrics.
For Carl’s Jr., this was about closing the gap between digital discovery and physical visits. As an early adopter of Snapchat’s Promoted Places, we helped transform moments of intent into measurable in-store action. By collaborating closely on emerging products like Promoted Places, we’re able to test, learn, and scale new ideas quickly, delivering both performance efficiency and brand impact for our clients. We’re proud to partner with Snap as they continue to introduce innovative, location-driven solutions that connect brands with consumers in meaningful, real-world moments.
Amber Tinker, Paid Social and Influencer Director, PMG
The campaign delivered measurable impact across both performance and brand outcomes. Measured by InMarket, Carl’s Jr. saw an 18.1% lift in incremental visits with a $0.23 cost per incremental visit, demonstrating efficient in-store results 1.
Upper-funnel metrics improved too, with a +6pt lift in ad awareness and a +3pt lift in brand favourability, showing that the same effort supported brand impact alongside foot traffic 2. Carl’s Jr. proved Snapchat can move people from map to meal.
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