Choose one question
For example: does offering a drink with an eligible sandwich increase contribution per order? Decide which sandwiches qualify, what the offer costs and how acceptance is recorded. Avoid changing the menu, price and placement at the same time if you want to understand which change mattered.
Agree a comparison
Where the systems and operating setup allow it, use a controlled allocation of eligible customers or comparable stores. If you compare time periods instead, match dayparts and weekdays and document other changes. A simple before-and-after comparison can be influenced by weather, seasonality and customer mix.
Keep the test running for the pre-agreed period. A good first afternoon is not a reliable reason to call the result. For important investment decisions, have an analyst review sample size and uncertainty.
Measure contribution per eligible order
Count all eligible orders in the comparison, not only orders where the offer was accepted. Subtract product costs, discounts and incremental transaction costs. Track accepted offers, fulfilment, refunds and checkout completion alongside contribution.
| Metric | Why it belongs in the review |
|---|---|
| Offer acceptance | Shows whether the proposed addition interests customers. |
| Contribution per eligible order | Tests commercial value after direct costs. |
| Order completion | Reveals whether the offer creates friction. |
| Preparation and collection time | Checks the effect on store capacity. |
| Refunds and remakes | Finds costs that basket totals can hide. |
Write down what you learned
Record the products, dates, stores, method, sample size, exclusions and results. Report mixed or negative findings too. They can save the next store from running an unsuitable offer.
Download the promotion test worksheet. It is a planning template, not a report of Tapit customer performance.
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