99 Pancakes’ 12x Campaign ROI Story: A Masterclass on How to Do It at Scale 

The 99 Pancakes Journey

In June 2017, founder Vikesh Shah opened the first 99 Pancakes store in Mumbai's vibrant Kala Ghoda with a simple but revolutionary idea: bring Mini Pancakes to India for the first time. What started as one passionate founder's food dream has exploded into 90+ outlets across 17 cities, with no plans of slowing down.

But Vikesh didn't stop at just introducing Mini Pancakes. He believed innovation was the key to success, constantly evolving the menu through epic collaborations with beloved brands like Epigamia, Nutella, Kit Kat, My Fitness, and Rage Coffee. This relentless innovation created a brand that Indians couldn't resist - but with rapid growth across multiple cities came a new challenge: how do you keep customers engaged and coming back when you're everywhere?

The Challenge: Staying Top-of-Mind Across 90+ Locations

99 Pancakes faced the classic multi-location dilemma: amazing growth, passionate customers, but no systematic way to keep their brand fresh in customers' minds. With dozens of stores across different cities, they needed campaigns that could work locally while maintaining brand consistency nationally. They had loyal customers, lost customers, birthday celebrants, and special occasion opportunities - but no organized way to reach the right person at the right time.

The Solution: The Campaign Revolution

Step 1: Automated Win-Back Magic

99 Pancakes implemented smart auto-campaigns targeting different customer segments automatically. Win-back campaigns reconnected with lost customers, birthday campaigns surprised loyal fans, and anniversary campaigns celebrated customer relationships - all without manual intervention.

Step 2: Special Day Celebrations

The brand started celebrating every food holiday and special occasion with targeted campaigns. World Chocolate Day became a chocolate lover's paradise, Waffle Day turned into a celebration of their signature items, and seasonal moments became revenue opportunities.

Step 3: Limited-Time Offer Urgency

99 Pancakes mastered the art of creating excitement through limited-time offers. Their "Chocolate Pocket Waffle box is just at ₹249 😎 Say along Waffle Me Crazy!" campaigns created urgency while making customers feel part of something special.

Step 4: No-Discount Campaign Strategy

Rather than relying on heavy discounts, 99 Pancakes focused on value-driven campaigns that highlighted their unique offerings and special moments. This approach maintained profit margins while still driving engagement.

The Results

99 Pancakes achieved an incredible 12x profit from their campaign strategy, proving that smart, targeted communication drives real business results.

Through automated campaigns alone, they generated almost 6x profit, showing the power of reaching customers at exactly the right moments.

Across their 90+ stores, they maintained a solid 25% redemption rate, demonstrating that their campaigns resonated with customers nationwide.

Bottomline

99 Pancakes' success proves that in a multi-location business, campaigns aren't just marketing - they're profit multipliers. By combining automated customer targeting with creative special day celebrations and urgency-driven offers, they transformed routine communication into revenue generation.

For any growing restaurant chain looking to maximize customer engagement and profitability, implementing a smart campaign strategy that celebrates customers and special moments should be the first step!