Restaurant chain Johnny Rockets has launched a direct mail campaign targeting local businesses with special lunch offers for employees. Database Marketing Group (DBM) is handling all the data work, printing and mailing for the program. The program was launched in April in 11 markets. DBM Group creates a customized plan for each market and store to reach relevant companies nearby and target potential customers at work when they are making a lunch time decision regarding where to eat. Marketing material is sent to companies that are within walking distance or a brief driving distance to each restaurant. To entice employees seeking a quick lunch, the targeted companies receive exclusive offers which can be posted in a common area. Franchise owners can tailor the marketing material to make it specific to their location. DBM Group also tracks the program’s results. The initial trial mailing resulted in an average 24.5% business customer redemption rate for Johnny Rockets during the two-month period. The second mailing hit offices in late June targeting 25 locations. The biggest mailing to date, reaching 52 corporate and franchise locations, will take place at the end of September. The direct mail program has enabled Johnny Rockets “to effectively target a key group of people at the right time and place, while growing our presence in the community,” said Lisa Bass, director of field marketing at Johnny Rockets, in a statement. “Additionally, the unique program tracking allows us to analyze what offers were the biggest hits and improve on future incentives to service our customers better.