The problem
Dera has strong Fri–Sat covers but Tuesday–Thursday consistently ran at 40% of capacity. Blanket 20%-off weeknight coupons had been tried twice — each time they eroded weekend pricing perception and produced zero measurable lift the week after they ended.
The setup
We launched a single Master Incentive: "$10 back if you spend $30+ Tuesday–Thursday within the next 3 weeks." Hedge % set to 70. Per-customer ceiling of one payout. Fraud checks: identity verification on first payout, receipt integrity hash, geo consistency.
The reward was minted as IP Cash on the second visit, not the first — so acquisition and repeat were bundled into one outcome trigger.
The result
Weeknight covers grew 42% vs. a matched 4-week pre-period. Realized cost per new-visit outcome was $3.10 — well under the target CAC of $8. Zero payouts on failed triggers. Zero receipt fraud (two flagged, two rejected).
The most important number: 61% of customers who earned IP Cash on visit 2 came back a third time. That's the compounding loop the platform is designed to produce.