This article recaps the "engagement and advocacy" segment of our Lifecycle Marketing That Drives Repeat Orders webinar (AppFront Growth Series, Campaigns 101).

Item-level triggers reward a customer for buying a specific menu item — for example, double points on a featured LTO, set as a point ratio or a dollar-based ratio. This is a strong way to drive trial of new items and intentionally shift your menu mix, rewarding (rather than simply discounting) the items you can most afford to push.

A promo code campaign requires the customer to actively enter a code in online ordering to unlock a specific offer — and can be restricted to existing members only. Because it requires an action rather than a simple "redeem" click, it gives a cleaner attribution signal, and the code itself can add a sense of exclusivity.

In-house review campaigns capture feedback without sending it to a third party like Google or Yelp, which lets you spot and respond to unhappy guests privately through compensation campaigns before anything goes public. A common pattern from partners: keep the first several visits' review requests in-house to build trust, then trigger an outbound request to a public review platform (Google or Yelp) starting around the 5th visit, once the relationship is established.

This trigger reacts to coupon behavior itself — whether a customer redeemed a coupon or let it expire unused — rather than a typical lifecycle moment. A redemption can launch a natural next-step campaign (try this, then try that related item); a non-redemption can trigger a different offer to see if an alternative lands better. Either way, it gives you a built-in "what's next" step after every coupon you send.

Next up: win-back campaigns and attribution — deep links and long-time-no-visit sequences.