Our Town Direct Mail | New mover marketing and targeted direct mail | Serving businesses nationwide
4.4X
RETURN ON SPEND
837
BIRTHDAY REDEMPTIONS
6.1%
RESPONSE
$83
AVERAGE CHECK
Meridian, ID · Hibachi restaurant · Birthday Club postcards · 23 months
The whole table comes with them!
Hibachi and birthdays just go together. It’s a night out built for a group, and a group usually means somebody’s celebrating something. Izumi Japanese Steak House and Lounge in Meridian, Idaho wanted a way to reach those birthdays before anybody else did.
So we put them on our Birthday Club program and tracked every single redemption for 23 months. Here’s what happened.
The Opportunity
Izumi wanted to reach local families right before the big day, while they were still deciding where to celebrate.
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23 months tracked
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837 birthday parties
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6.1% response rate
The Strategy
We enrolled Izumi in our Birthday Club program, timed to land before the big day, not after. A birthday gift certificate isn’t a coupon, it’s an invitation.
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$83 average check
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37 birthday parties a month
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$3,000 a month in tracked sales
The Results
We tracked this one for 23 months straight, not a single good quarter cherry picked to look nice. Izumi put in $15,840 and got back $69,332 in tracked sales. That’s $53,492 in sales the restaurant wouldn’t have had otherwise.
Every month, like clockwork, about 37 birthday parties walked through the door.
Birthdays were the number one reason people went out to eat in 2025.* Izumi built a program around that fact, and it’s paid for itself almost four and a half times over, tracked to the postcard.
That’s what a birthday program should do. Bring in the whole table, every single month.
*Source: OpenTable, 2026 Diner Trends.
$53,492
in sales above the cost of mailing
37
birthday parties walking in every month
Questions Owners Ask
Does birthday mail work for a hibachi restaurant?
Yes. Over 23 months, Izumi’s birthday postcards brought in 837 redemptions, a 6.1% response, and $69,332 in tracked sales on a $15,840 investment. That’s a 4.4x return.
Why birthday mail instead of a regular coupon?
A birthday gift certificate isn’t a coupon, it’s an invitation. People celebrate with friends and family, so a birthday redemption brings in the whole table. Izumi’s average check on a redemption was $83.
When should a birthday postcard arrive?
Before the big day, not after. We time the postcards to land while families are still deciding where to celebrate, so your restaurant is the first place they think of.
Want results like Izumi?
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