Founded in 2019 by a husband-and-wife team, Biscuit Belly brings a fresh take to Southern comfort food with scratch-made biscuits, inventive brunch classics, and a playful brand personality. What started as a neighborhood eatery in Louisville, KY has expanded into a rapidly growing multi-state concept.
Today, Biscuit Belly operates 14 locations across five states, with the brand on track to reach 20 locations by the end of 2026, fueled by recent franchise growth in Texas and Florida.
As the brand entered new markets, Biscuit Belly needed a scalable, localized marketing strategy that could create real traffic-not just digital impressions.
Reaching New Communities Beyond Social Media
With each new restaurant opening, the Biscuit Belly team faced a common growth hurdle:
How do you reach potential guests who don’t yet know the brand and aren’t already following on social media?
While digital marketing remained an important awareness tool, it wasn’t enough to:
- Introduce the brand to completely new neighborhoods
- Drive weekday and off-peak traffic
- Support initiatives like catering, app downloads, and loyalty enrollment
As a brunch-centric concept, Biscuit Belly also sees natural weekend spikes, creating consistent opportunities for weekday and slow-hour traffic.
The brand needed a targeted, efficient way to reach real households in each new trade area and drive them to act.
Solution: Prisma + doksync
With an existing partnership in place, Biscuit Belly collaborated with Prisma to activate doksync™, a data-driven direct mail platform designed to enhance and extend digital marketing efforts.
Using doksync’s advanced audience targeting, Biscuit Belly deployed localized postcard mailers featuring compelling, trackable offers to:
- Drive first-time visits in new markets
- Incentivize weekday and off-peak dining
- Reach households most likely to convert to in-store or online orders
- Promote catering for offices, meetings, and group events
These physical mailers created a memorable touchpoint, especially valuable in cities where the brand was still building awareness.
Technology & Implementation
Biscuit Belly leveraged Prisma’s doksync platform to execute data-driven mail campaigns using geo-targeted audience segmentation. Each mailer incorporated QR codes with trackable digital offers, allowing the team to connect physical mail to measurable online engagement. In-store and app-based redemption tracking provided clear visibility into each campaign performance and guest conversion, ensuring each activation delivered actionable insights and measurable results.
Campaigns were launched alongside targeted promotional windows, with mailers strategically timed to reach households ahead of slower traffic days to maximize lift. Offers were intentionally designed to be flexible and measurable, allowing the brand to tailor promotions to specific store-level objectives while maintaining consistent performance tracking.
Results
Through Prisma’s doksync platform, Biscuit Belly successfully expanded its reach beyond digital channels and drove meaningful results across both in-store and online orders.
Outcomes
- 4,891 households reached across multiple trade areas
- Improved visibility into new and developing markets
- Strong redemption rates tied to $5 off and first-time visit offers
- Increased awareness of local catering availability
- A scalable, repeatable direct mail channel that complements digital and social efforts
- Efficient marketing spends by combining physical and digital media
“Our partnership with Prisma has been incredibly impactful for both print and digital marketing opportunities. Doksync marries traditional media with the ever-changing digital space. The team at Prisma makes implementing and running these campaigns easy for my small team and me-allowing us to maximize our marketing budget where it counts and boosting our local media spend”
–Madelaine Reis, Director of Marketing at Biscuit Belly
By integrating doksync into their marketing mix, Biscuit Belly boosted immediate guest visits while also building long-term loyalty and brand recognition in new communities.
