This article recaps the "timing and delays" segment of our Customer Journeys & Drip Campaigns webinar (AppFront Growth Series, Campaigns 201).

For a typical 10-visit journey aimed at getting a guest through their first 10 visits with your brand, the target for a quick-service concept is roughly 50 to 70 days to get all 10 touches in. The gaps between individual touches don't need to be even — one gap might be 3 days, the next 6 — and that variation is fine.

A sit-down or fine dining concept should expand that window — think closer to 70 to 120 days — since dining there is more of an occasional, celebratory visit than an everyday habit.

The deciding factor is the type of dining occasion your concept represents, not your average ticket size — check averages can vary widely within the same concept type, so don't use that number to set your timing.

Next up: how to think about incentives without just discounting into the ground.