How Fire & Vine Hospitality Transformed Customer Engagement with RTN Data Standards and Oracle CrowdTwist
Fire & Vine Hospitality is redefining how it connects with guests by harnessing the power of data. Through the adoption of the Restaurant Technology Network (RTN) Customer Data Standards and Oracle CrowdTwist loyalty platform, the Pacific Northwest restaurant group is using billions of customer data records to personalize experiences, drive engagement and create lasting loyalty.
Laying the Foundation: Unified Customer Data
On July 1, Fire & Vine completed its transition to Oracle CrowdTwist, a loyalty and engagement platform designed to offer personalized customer experiences. But the shift was more than just a system swap — it was a strategic leap in how customer data is collected and managed. Central to this transformation was the adoption of RTN’s Customer Data Standards.
"Adopting the RTN data standard was really around the data transformation, data conversion that was intended to go into CrowdTwist to convert our existing loyalty club members,” explained Fire & Vine Hospitality CEO Chad Mackay. “It was also part of a bigger project to capture and compile full customer profiles of people that were not loyalty members. It was the whole universe of potential people versus just loyalty members.”
Fire & Vine had to convert "billions" of customer data records from its previous loyalty system and integrate data from other sources, including Tripleseat (private dining events) and SevenRooms (restaurant reservations). By treating the RTN Data Standard as a "Rosetta Stone" for data conversion, the company was able to unify data from disparate systems into a single customer data lake.
The process wasn’t without its challenges. Fire & Vine operates its own restaurants while also managing partner-owned establishments. This setup required CrowdTwist to work with multiple POS systems across the enterprise. “We had a few things where our data transformation missed a couple of items,” Mackay noted. “The Simphony integration wasn’t quite as tight right up front, but [Oracle] turned around and really did an amazing job of fixing those things and enhancing it.”
Segmentation Powers Marketing Precision
Fire & Vine’s marketing team has the ability to segment and analyze customer profiles, giving the company a more precise approach to engagement.
One key focus is on Fire & Vine’s private dining business, which accounts for 30-35% of total revenue. These guests differ from the average diner, as most are corporate clients booking events. "It’s a very important segment for us to watch… It’s also a segment that we have to be careful about from a marketing perspective, because they tend to not want to engage as much as a regular consumer,” Mackay explained.
CrowdTwist enables Fire & Vine to track check data and develop campaigns targeted at distinct customer groups. “We are starting to build up that knowledge base so that we can be much more targeted at different groups for driving that next level business,” Mackay said.
Personalized Rewards That Matter
Initially, Fire & Vine’s primary goal was to convert its 12 year-old legacy loyalty program into CrowdTwist without making drastic changes. "The focus for the first quarter was to just make it work like the old one,” Mackay said. He shared his early experience with implementing the RTN Data Standards at MURTEC 2024. But by Q1 and Q2 of 2025, Fire & Vine plans to demonstrate the full power of its new system.
Personalization is at the heart of this new loyalty strategy. The marketing team is working on offers exclusively for loyal customers, such as menu tastings or guest advisory board dinners. While Fire & Vine has hosted advisory dinners before, they never leveraged loyalty data to hand-pick participants. "You’re sitting down breaking bread together, and you have a really incredible opportunity with 12 to 15 people to have a lively discussion about what we’re doing right, what we need to do to be better, and what they want to see from us in the future,” Mackay said.
Enhancing Employee Engagement
Fire & Vine also plans to create personalized loyalty programs for employees, offering dining credits and incentives for long-term service, training completion, and successful employee referrals. This approach aims to engage employees in ways that go beyond traditional pay and benefits. “We brainstormed on 'what’s the next level' to engage them, so that we can reward them separately and differently than the general public,” Mackay said.
A Data-Driven Future
With Oracle CrowdTwist and RTN Data Standards in place, Fire & Vine now operates with a 360-degree view of its customers. Comprehensive customer profiles empower the company to not only recognize and reward customers for specific menu selections, but also expand engagement.
The seamless integration of data from Oracle Simphony POS systems and third-party platforms allows Fire & Vine to unlock the full potential of its customer data. "Data is gold in our business and essential to driving successful loyalty programs," Mackay emphasized. "With Oracle, we have the technology backbone to build for the future, break down data silos across our systems, and gain valuable insight into our diverse customer base so we can better serve them."
Impact
"Fire & Vine Hospitality’s Revelers Club is a fantastic example of how data-driven engagement and offers can deliver lasting customer value,” said Alexander Alt, executive vice president, Oracle Consumer Industries, in a statement. “With CrowdTwist, Fire & Vine has the information it needs to understand the unique preferences of each customer and interact with them in a way that provides a much more relevant and valuable experience to the customer while also increasing profitability.”
By using RTN Data Standards and Oracle CrowdTwist, Fire & Vine has unlocked new growth opportunities and created deeper connections with guests and employees alike.