Question · Q3 2025
Josh Young inquired about the early results of revamped marketing efforts, specifically regarding re-engaging less frequent guests, seeking quantification of the lift observed, and the potential outlook for these initiatives moving into 2026.
Answer
Chairman and CEO Chris Morris explained that robust reporting now allows for better insight into guest behavior and targeted engagement. He highlighted the significant improvement in guest contactability, from 38% to 60%, which enhances the ability to drive frequency. While not disclosing specific frequency numbers, Morris confirmed meaningful progress in converting non-routine guests into regular visitors, expressing confidence for future growth.