Challenge:
This US restaurant chain wanted to understand how to increase visitation among light, medium and heavy customers, in the context of an increasingly competitive category.
Approach:
We developed and ran a survey against the client’s customer database, and used appended database behavioral data within the analysis. We explored the profiles, needs, drivers, barriers, category behaviors, and perceptions of the different customer groups, and helped the client understand the opportunities to grow visitation. This involved guiding them on the basics they needed to focus on, how to approach on and off premise differently, how to drive loyalty among existing heavy users, and how to prompt increased visitation among medium and light customers.
Impact:
This work drove the restaurant, menu, marketing and communications strategy for the client.
