How TGI Fridays Is Creating In-Depth Customer Analytics
TGI Fridays has partnered with DataDelivers to implement a Customer Data Platform (CDP) to provide clarity on the brand’s customers and improve customer marketing efforts across channels.
The DataDelivers’ CDP program consolidates POS data, loyalty, e-club, online orders as well as other data sources into one solution that can be easily accessed across the organization through customized dashboards.
Fridays now has both a high-level overview of customer behaviors and the detailed understanding that allows Fridays to target heavy and light users, new and lapsed guests, and other valuable customer segments.
According to Lindsay Eichten, director of CRM and Loyalty at Fridays, this partnership and technology provides the company unprecedented insight into customer behavior that is adding context to not only what customers say but what they do. This awareness is helping the brand to leverage business analytics to inform menu strategy and operations.
For instance, a customized DataDelivers report indicated the connection between a customer ordering a particular item and their likelihood to return.
“By understanding that a specific menu item can be a determining factor in whether a customer returns, we can look at our menu in a whole new light,” explained Eichten.
At the regional level, Fridays managers previously could only see averages and totals amounting to a low level of understanding of their customers. Now with the CDP platform, their customer visibility has increased ten-fold enabling better collaboration between corporate and operating partners to increase overall restaurant performance.
“DataDelivers provides us with an invaluable depth of wisdom about our business and the powerful tools that we need to be competitive,” said Eichten. “This partnership is continuing to exceed my expectations.”
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