Dorsia: An exclusive dining platform offering access to high-demand restaurants

Key Insight

Dorsia, an exclusive dining platform offering access to high-demand restaurants, had strong brand visibility but low booking frequency. Users explored the app yet often dropped off before completing a reservation.

Propel identified the core issue: a fragmented user lifecycle that didn’t connect discovery to booking intent. The opportunity lay in building a full-funnel retention system that turned browsing behavior into bookings.

Solution Snapshot

Propel implemented a data-backed lifecycle strategy designed to boost engagement and booking conversion across channels.

Personalized Booking Journeys

Tailored email and push sequences based on dining intent and browsing activity.

Automated Lifecycle Flows

Created real-time triggers for reservation reminders and availability updates.

Engagement Analytics

Introduced behavior-driven metrics to track drop-offs and repeat interactions.

Content Optimization

Enhanced communication tone to reflect Dorsia’s exclusivity and luxury positioning.

Challenge

Despite Dorsia’s strong restaurant network and premium audience, user activity was inconsistent.

• App visitors explored restaurants but often didn’t complete bookings.
  
• Communication lacked personalization, making follow-ups ineffective.
  
• Dorsia needed to nurture user intent rather than rely solely on spontaneous engagement.
  

The challenge: connect user interest to action through automation, precision timing, and contextual value.

Approach

Propel designed a multi-stage lifecycle system to engage users at every interaction point.

• Data Segmentation: Classified users into active diners, explorers, and dormant users.
  
• Behavior Mapping: Identified moments when users were most likely to book again.
  
• Journey Automation: Created personalized push and email journeys with real-time triggers.
  
• Content Relevance: Adjusted messaging to reflect dining trends, seasonal demand, and restaurant exclusivity.
  

Every message was crafted to make users feel part of Dorsia’s private circle — boosting both emotional and functional engagement.

Solution

The new lifecycle design rolled out with four core campaigns:

1. Onboarding Series: Introduced premium features, exclusive access, and easy booking tutorials.
   
2. Browse-to-Book Triggers: Automated nudges sent when users viewed but didn’t reserve a restaurant.
   
3. Reactivation Campaigns: Win-back flows for users inactive beyond 14 days.
   
4. VIP Retention: Personalized communication for frequent diners with early-access privileges.
   

This automation turned every user action — or inaction — into a conversion opportunity.

Result

Propel’s lifecycle framework elevated Dorsia from a booking app to an exclusive dining experience engine.
Within the first campaign cycle:

• 34% increase in total bookings
  
• 22% improvement in repeat users
  
• A stronger alignment between brand promise and user experience
  

By transforming data into personalized dining journeys, Propel helped Dorsia turn casual visitors into loyal patrons.

34%

Increase in total bookings

22%

Improvement in repeat users