The Value of Data: How an F&B Client Used Geolocation-Enabled Game Campaigns to Improve Regional Performance

For food and beverage (F&B) businesses, customer loyalty has never been harder to earn — or more critical to sustain. Established brands with decades of presence in India are under pressure from new entrants, delivery platforms, and evolving consumer habits. The challenge isn’t just about attracting diners, but also about understanding where, when, and how they engage.

One of our F&B clients, a brand with over 30 outlets across the country and more than 20 years in operation, faced this exact situation. Their question was simple yet strategic: How do we bring customers closer to our stores while tailoring engagement to different regions? The answer came through an unexpected route — gamified campaigns powered by geolocation data.

From Legacy Growth to Modern Challenges

Having a strong presence across multiple Indian cities is a sign of resilience and brand equity. Yet, with growth comes complexity. Consumer behavior in Bengaluru is not the same as in Delhi or Pune. Seasonal footfall varies, regional tastes differ, and local competitors shift dynamics quickly.

Traditional campaigns — print ads, discount flyers, or generic loyalty cards — weren’t providing enough visibility into how customers behaved across locations. The brand needed insights that were granular, real-time, and actionable. That’s where data, specifically geolocation-enabled campaign data, entered the picture.

Why Geolocation Campaigns?

At its core, geolocation marketing uses location data from mobile devices to deliver contextually relevant content. For F&B businesses, this means:

• Targeting customers when they are near an outlet, encouraging immediate visits.

• Understanding regional performance, identifying which stores are thriving and which need additional support.

• Designing hyperlocal campaigns, aligned with cultural events, office clusters, or university zones.

When paired with gamification — turning campaigns into interactive experiences — the impact grows. Instead of passively receiving offers, customers participate in challenges, games, or reward hunts. This not only boosts engagement but also builds emotional stickiness with the brand.

The Campaign in Action

The client’s initiative involved launching a geolocation-enabled game campaign accessible through mobile devices. Here’s how it worked:

1. Geo-fencing stores: Outlets were mapped so that customers within a defined radius received campaign notifications.

2. Interactive participation: Customers could “check in” to nearby outlets through the app and unlock small games — spin-the-wheel challenges, trivia, or digital scratch cards.

3. Reward-driven engagement: Winners received instant discounts, loyalty points, or complimentary add-ons, redeemable only at that outlet.

This design ensured two critical outcomes: customers had a reason to engage before visiting the store, and the brand could measure which geographies generated the highest participation.

Insights That Drove Strategy

Beyond the short-term uplift in visits, the campaign delivered data with long-term value. The client gained answers to questions like:

• Which outlets attract the most foot traffic during weekdays versus weekends?

• Are certain store locations more effective at converting game participants into paying customers?

• Does regional variation in game participation correlate with menu preferences or promotional responsiveness?

One surprising insight came from comparing two metro cities. While both had similar participation rates, redemption rates varied drastically. This showed that while the campaign was equally engaging in both places, one city’s customers were more motivated by in-store discounts, while the other preferred loyalty points. Such intelligence allowed the client to refine campaigns by geography, maximizing return on spend.

A Broader Lesson for F&B Brands

The success of this campaign reflects a larger trend: data-driven engagement is no longer optional in F&B. Geolocation and gamification are not gimmicks — they are frameworks to align marketing with customer behavior in real-world settings.

For F&B leaders, the takeaway is clear:

• Regional differences matter. A national brand must act like a local player in every city.

• Gamification sustains attention. Customers are more likely to return when interactions are playful yet rewarding.

• Data turns marketing into strategy. Campaign metrics are not just performance reports; they are decision-making tools for menu planning, staffing, and outlet investment.

Looking Ahead

The F&B industry in India is set to grow rapidly, driven by urban expansion and digital adoption. Brands with legacy presence cannot rely solely on heritage — they must continually evolve. Geolocation-enabled campaigns provide a bridge: honoring long-standing customer trust while adopting modern tools to stay relevant.

For our client, the approach not only boosted immediate sales but also gave them a renewed way to understand their customers. The campaign didn’t just generate revenue — it generated knowledge. And in today’s competitive landscape, that may be the most valuable ingredient of all.