Centennial Hospitality Group case study
Optimizing Delivery Margins at WingShack
“Hear what Centennial Hospitality Group has to say about us”
Loading video...
“We have multiple stakeholders in third party's success - which we need to as a restaurant. Loop was such a welcome addition because it let us compartmentalize and say, "Cool, we have an advocate who knows third party better than we ever will". The implementation has allowed us to make smarter decisions from both a financial and marketing standpoint. It’s been pretty revolutionary in how we’ve changed and in how widely we now use it”
Doug Baker
Technology and Marketing Specialist, Centennial Hospitality Group
Impact
Delivery Gross Payout
+3.0%
Increase in 3PD payouts
Marketplace Fee
30%
Reduction
Sales
8%
Increase in first month
Introduction
Centennial Hospitality Group (CHG) is a multi-brand restaurant group home to Wing Shack, Luna’s Tacos & Tequila, and Sexy Sammies — built on bold flavor, good vibes, and genuine hospitality.
Centennial Hospitality Group has
19 locations
3 brands
For Centennial Hospitality Group (CHG), home to northern Colorado’s beloved WingShack, delivery had become both a blessing and a curse. Platforms like DoorDash and UberEats were fueling sales growth, but they were also eroding margins.
The Challenge
Despite a clear goal of sustaining margin growth on third-party channels, CHG found themselves flying blind:
- Marketing dollars were being spent without visibility into whether they truly drove incremental sales.
- Payout ratios fluctuated, making profitability unpredictable.
- Leadership lacked the data integrity needed to decide whether to push harder on delivery or pull back.
In short, delivery was growing - but profits weren’t keeping up.
The TruROI+ Solution
CHG turned to TruROI+ to bring discipline, clarity, and control to their delivery business. The implementation gave their team two critical capabilities:
- Comprehensive Data Visibility - One unified view across DoorDash, UberEats, and other channels. No more guessing, no more siloed reports - just truth in numbers.
- Strategic Spend Optimization - AI-driven insights that showed where every marketing dollar actually worked and where it was wasted.
Instead of chasing topline growth at any cost, CHG could now align spend with ROI, making delivery not just a sales channel but a profitable growth engine.
Results & Impact
The payoff was significant:
- Gross payout increased by +3%, creating a direct lift in profitability.
- Upto 30% reduction in marketplace fee
- +8% increase in sales in first month of go-live
Most importantly, these weren’t one-off wins. The improvements held steady across multiple quarters, proving that the efficiency gains were structural, not temporary. By putting TruROI+ at the center of their delivery strategy, CHG rewrote the playbook on how fast-casual brands can scale with third-party platforms without sacrificing margin.
Other case studies
