Bluedot Case Studies How a national quick service restaurant chain uses location to drive loyalty and customer experience

Edit This Case Study Record

	How a national quick service restaurant chain uses location to drive loyalty and customer experience Bluedot

How a national quick service restaurant chain uses location to drive loyalty and customer experience

Bluedot

Technology Category	Analytics & Modeling - Real Time Analytics Platform as a Service (PaaS) - Connectivity Platforms
Applicable Industries	Food & Beverage Retail
Applicable Functions	Sales & Marketing
Services	Data Science Services System Integration
Challenge	Craveable Brands, the largest Australian-owned quick service restaurant operator, faced several challenges. They wanted to improve the overall customer experience and increase mobile engagement in their loyalty programs. They also aimed to measure average visit duration, time of visit, and queue time in the drive-thru line, gauge the level of customer satisfaction, increase customer frequency, remind customers of their loyalty card at the time of purchase, and determine how customers engage with competitors. To address these priorities, they needed to unlock their customers’ location (and dwell time) and create personalized journeys to increase repeat business. Read More
About Customer	Craveable Brands is the largest Australian-owned quick service restaurant operator. The company runs over 570 restaurants across three iconic brands- Red Rooster, Oporto, and Chicken Treat. Combined, their restaurants employ over 12,500 employees and serve more than 150,000 customers a day. They’re proud of their food and passionate about providing exceptional service. The company has over 4.5 million monthly customers and has engaged 78,000 customers during the buying journey. Read More
Solution	Craveable Brands uses Bluedot location data, in partnership with systems integrator, Kalido and Salesforce Marketing Cloud, to identify when a customer enters and exit the restaurant. The first-party location data provided by Bluedot (20x more precise than other solutions) even distinguishes between drive-thru and walk-in customers. The location data creates the necessary context to understand their customers’ behavior. Craveable then maps the entire customer journey in Salesforce’s Journey Builder. Instead of staff needing to ask, customers are reminded via the app to present their loyalty card which increases efficiency and reduces wait time. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Platform as a Service (PaaS) - Connectivity Platforms

Applicable Industries

Food & Beverage

Retail

Applicable Functions

Sales & Marketing

Services

Data Science Services

System Integration

Challenge

Craveable Brands, the largest Australian-owned quick service restaurant operator, faced several challenges. They wanted to improve the overall customer experience and increase mobile engagement in their loyalty programs. They also aimed to measure average visit duration, time of visit, and queue time in the drive-thru line, gauge the level of customer satisfaction, increase customer frequency, remind customers of their loyalty card at the time of purchase, and determine how customers engage with competitors. To address these priorities, they needed to unlock their customers’ location (and dwell time) and create personalized journeys to increase repeat business.

About Customer

Craveable Brands is the largest Australian-owned quick service restaurant operator. The company runs over 570 restaurants across three iconic brands- Red Rooster, Oporto, and Chicken Treat. Combined, their restaurants employ over 12,500 employees and serve more than 150,000 customers a day. They’re proud of their food and passionate about providing exceptional service. The company has over 4.5 million monthly customers and has engaged 78,000 customers during the buying journey.

Solution

Craveable Brands uses Bluedot location data, in partnership with systems integrator, Kalido and Salesforce Marketing Cloud, to identify when a customer enters and exit the restaurant. The first-party location data provided by Bluedot (20x more precise than other solutions) even distinguishes between drive-thru and walk-in customers. The location data creates the necessary context to understand their customers’ behavior. Craveable then maps the entire customer journey in Salesforce’s Journey Builder. Instead of staff needing to ask, customers are reminded via the app to present their loyalty card which increases efficiency and reduces wait time.

Impact #1	Increased engagement and loyalty: With this granular location insight and journey mapping, Craveable uses Salesforce as the marketing automation engine to customize engagement sequences and send personalized messages (at scale).
Impact #2	Turned competitor ads into foot traffic: The Bluedot location technology also allows Craveable Brands to turn their competitors’ physical advertisements (e.g. billboards) into additional foot traffic by triggering a push notification via the app when the customer comes within a certain radius of the ad locations.

Impact #1

Increased engagement and loyalty: With this granular location insight and journey mapping, Craveable uses Salesforce as the marketing automation engine to customize engagement sequences and send personalized messages (at scale).

Impact #2

Turned competitor ads into foot traffic: The Bluedot location technology also allows Craveable Brands to turn their competitors’ physical advertisements (e.g. billboards) into additional foot traffic by triggering a push notification via the app when the customer comes within a certain radius of the ad locations.

Benefit #1	4.5M+ Monthly customers
Benefit #2	570+ Restaurants
Benefit #3	78K Customers engaged during buying journey

Benefit #1

4.5M+ Monthly customers

Benefit #2

570+ Restaurants

Benefit #3

78K Customers engaged during buying journey

Download PDF Version

Overview

How a national quick service restaurant chain uses location to drive loyalty and customer experience

Operational Impact

Quantitative Benefit