winback · cafe

Bunny Coffee retention playbook: how a 4-store Saigon café lifted repeat rate from 31% to 47% in 90 days

Bunny Coffee opened its 4th store in early 2025 and saw repeat-rate plateau at 31% — meaning 69% of customers never came back after their first visit. They ran this 90-day playbook on PEKO and ended Q2 at 47%, with a 22% lift in monthly revenue per existing customer. Below is the exact sequence — copy it line by line.

When it fires

Trigger: any store with repeat-customer rate below 40% measured on the trailing 90-day cohort, AND Zalo OA opt-in below 30% of monthly tickets. PEKO surfaces this in the operator dashboard with a single "retention health" gauge per store.

Message copy that works

Three message tracks running in parallel. (1) Capture: 5%-off-next-visit Zalo OA QR on the receipt; cashier prompt "để em gửi voucher qua Zalo cho chị nha". (2) Onboarding: 30-day flow of 3 messages — welcome, signature-drink intro, first-rebook nudge with one named slot. (3) Win-back: AI fires at personal-cycle p75 with a free-upsize token. No 50%-off blasts, ever.

Cadence + timing

Capture runs every shift. Onboarding triggers on first-Zalo-link. Win-back runs daily at 10am, capped at one touch per 60 days per customer. Total Zalo OA send volume should stay under 4 messages per customer per month or the unsubscribe rate spikes.

Expected lift

Bunny saw: Zalo OA opt-in 14% → 38% in 6 weeks, repeat rate 31% → 47% in 90 days, revenue per active customer +22%. Cost: 1.4M VND in voucher cost, 990k/mo PEKO subscription. Net ROI 9.4x in quarter one.

Guardrails — don't skip these

Don't skip the cashier script — the receipt QR alone gets <8% opt-in vs 38% with the verbal prompt. Don't run this playbook the same week as a punch-card promo (cannibalizes the win-back token). Don't change menu pricing mid-cohort or you'll think the playbook failed when it was the price hike.

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