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Luna Grill
Fast Casual50+ Locations
How Luna Grill improved first-party performance through a tailored digital guest experience, stronger loyalty participation, and better visibility into engagement outcomes.
71%
1P Digital Order Increase
+82%
Add-to-Cart Purchase Conversion
About The Partnership
Luna Grill is a fast-casual Mediterranean brand known for its fresh, high-quality ingredients and commitment to delivering a premium yet accessible dining experience. With 50+ locations and ambitious expansion plans, the brand has built a strong reputation for combining flavorful, health-conscious menu offerings with warm, hospitality-driven service.
As Luna Grill scaled, the team placed increasing emphasis on ensuring its digital guest experience matched the quality of its in-store experience. By investing in first-party ordering, loyalty, and personalized marketing, Luna Grill continues to evolve into a modern, data-driven restaurant brand focused on deepening guest relationships and driving long-term growth.
Integrations: PAR Brink, Punchh
"unPLUG's partnership is one-of-a-kind. Through consistent collaboration, we are supported with the tools we need to optimize and adjust our digital strategies based on real-time data, guest engagement, and emerging business needs."
The Challenge
As Luna Grill continued to expand its footprint, the brand saw an opportunity to elevate its digital guest experience to match the quality and consistency of its in-store dining experience. While the foundation for first-party ordering and marketing was in place, gaps remained in how seamlessly guests could move across channels—and how effectively the brand could engage them throughout their journey.
The team identified several key areas for improvement, including increasing loyalty participation, strengthening the performance of SMS campaigns and limited-time offers (LTOs), and reducing friction across digital ordering flows. At the same time, Luna Grill needed better visibility into guest behavior and campaign performance to make more informed, real-time decisions. To support continued growth, the brand required a flexible, data-driven infrastructure—and a strategic partner—that could continuously adapt, optimize, and scale alongside evolving business needs.
How We Solved It
The strategic approach and key implementations that drove success
1
Demand Capture Optimization
To better align Luna Grill’s digital experience with its high-quality in-store brand, unPLUG re-architected the digital storefront into a unified, conversion-focused system. This created a seamless and consistent experience across web and mobile, while ensuring every guest interaction contributed to a centralized data layer.
- Unified web and mobile app ordering infrastructure
- Embedded guest data capture across all digital touchpoints
- Tiered loyalty framework
- Integrated connection between POS, ordering, and marketing systems
2
Transaction Optimization
unPLUG streamlined Luna Grill’s path to purchase by reducing friction between marketing engagement and checkout. By introducing direct-to-cart journeys and aligning entry points across channels, the brand was able to create faster, more intuitive ordering experiences. This approach also strengthened the performance of SMS campaigns, limited-time offers (LTOs), and promotional initiatives by making it easier for guests to act on intent immediately.
- Two-click deeplink journeys from campaign to checkout
- Optimized pathways for SMS, LTOs, and promotional campaigns
- Cross-channel routing for consistent guest experiences
- Event-driven triggers tied to guest behavior and engagement
3
Guest Recognition & Loyalty
To increase retention and loyalty participation, unPLUG deployed a modular engagement stack that enables real-time guest recognition and automated lifecycle marketing. This system unified data across platforms, giving Luna Grill the ability to deliver more personalized experiences while also gaining clear visibility into performance. The flexible architecture allows the brand to continuously test, learn, and adapt its strategies as business needs evolve.
- Unified data stream across POS, loyalty, and marketing platforms
- Automated lifecycle marketing flows (welcome, win-back, frequency)
- Loyalty program optimization to drive higher participation
- Modular, scalable architecture for ongoing iteration and growth
The Results
Measurable impact across key business metrics
71%
1P Digital Order Increase
+82%
Add-to-Cart Purchase Conversion
50%
Loyalty Participation Increase
74%
Frequent Shoppers Pool Increase
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