How Upside Reached Decision Makers Representing $200B+ Revenue
Booked meetings with leaders representing 6.5% of US restaurant locations and grocery decision makers representing $200B+ annual revenue
Massive TAM in restaurant and grocery verticals requiring precision targeting at scale
Custom-built universe of restaurant and grocery decision makers with firmographic enrichment and signal detection
Daily AI-powered signal processing, personalized messaging generation, and campaign-ready segments
Booked meetings with leaders representing 6.5% of US restaurant locations and grocery decision makers representing $200B+ annual revenue
Data Deliverables
Tens of thousands of decision makers across restaurant and grocery verticals
Custom TAM build with industry-specific sourcing and verification
- Location count and revenue estimates
- Decision maker identification and verification
- Technology and platform indicators
- Expansion and growth signals
- Daily signal processing via custom AI app
- Personalized messaging generation
- Campaign-ready segments by vertical and size
- CRM-integrated workflows
Daily signal processing + Weekly universe updates
- New location openings and closures
- Ownership and leadership changes
- Technology adoption signals
- Competitive movements
The Challenge
Upside targets decision makers in the restaurant and grocery industries—verticals where standard B2B databases fall short. ZoomInfo, Apollo, and similar tools are built for tech and professional services; they have minimal coverage in fragmented industries with high turnover.
The problems:
- Coverage gaps: Standard databases miss most restaurant and grocery decision makers
- Data quality: What little data exists is often outdated or inaccurate
- Scale requirements: Upside’s TAM is massive—they needed systematic coverage
- Signal detection: No way to identify which targets were worth engaging now
The Data Solution
We built Upside’s restaurant and grocery universe from scratch:
Signal Captured
We identified indicators of decision-making authority, growth trajectory, and engagement readiness across the restaurant and grocery landscapes.
Data Asset Built
- Custom TAM covering tens of thousands of decision makers
- Industry-specific firmographics (location count, revenue proxies, ownership)
- Technology stack indicators where discoverable
- Multi-source verification with confidence scoring
Activation Delivered
- Custom AI app for daily signal processing and identification
- HITL (Human-in-the-loop) workflow for accuracy and judgment calls
- Personalized messaging generated from signal context
- Campaign-ready segments by vertical, size, and readiness
Freshness Loop
This wasn’t weekly—it was daily:
- Continuous signal monitoring and processing
- New targets identified as they emerge
- Data decay flagged and refreshed
- Engagement timing optimized
The Outcome
In one quarter, Upside booked meetings with:
- Restaurant leaders representing 6.5% of all US restaurant locations
- Grocery decision makers representing $200B+ in annual revenue
This wasn’t spray-and-pray. It was systematic engagement powered by a purpose-built universe with daily signal activation.
Data Deliverables Summary
| Category | What We Delivered |
|---|---|
| Entities | Tens of thousands of decision makers |
| Coverage | Custom TAM for restaurant + grocery |
| Hard Fields | Location count, revenue, ownership, tech stack |
| Activation | Daily AI app + HITL + personalized messaging |
| Freshness | Daily signal processing |