A restaurant-tech SaaS needed to reach franchise and multi-location decision-makers, not single owners. DevCommX built an outbound + SDR motion that booked 44 qualified demos.
Customer Intro
A restaurant-tech SaaS sold an operations and ordering platform. Its best-fit buyers weren’t single-location owners — they were multi-location operators, franchise groups, and restaurant management companies, where one deal meant dozens or hundreds of locations. Reaching those buyers required a very different motion from marketing to independents.
What was the targeting problem?
The team’s inbound and ads pulled in mostly single-location owners — low contract value, high support cost. The high-value multi-location operators rarely came inbound and weren’t being reached proactively. There was no outbound process built around franchise and group decision-makers.
How did DevCommX fix it?
DevCommX built an outbound lead generation motion with SDR outsourcing focused on multi-location buyers:
- Operator-level targeting — lists built around franchise groups, management companies, and multi-unit operators, filtered by location count and growth signals.
- ROI-led messaging — framed around labor cost, throughput, and per-location margin across a whole portfolio, not a single store.
- Decision-maker routing — outreach aimed at Directors of Operations and franchise leadership who buy for the group.
- Persistent SDR follow-up — a pod that worked these slower, higher-value cycles to booked demos. See best SDR outsourcing companies.
What were the results?
| Metric | Result |
|---|---|
| Qualified demos booked | 44 in a quarter |
| Meetings with multi-location buyers | 79% |
| Avg. locations per opportunity | 34 |
| Pipeline generated | $2.2M |
The restaurant SaaS shifted its pipeline from low-value independents to high-value operators — same effort, far bigger deals.
Insight
In restaurant tech, who you target determines deal size. Building outbound around multi-location operators and franchise groups — and messaging to portfolio-level economics — turns the same prospecting effort into dramatically larger contracts. For how to build those lists, see how to build a B2B lead list.
Callout Quote
“One franchise deal is worth fifty independents. DevCommX built us the motion to actually reach the groups — and our average deal size jumped.” — Head of Sales, Restaurant-Tech SaaS
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