Step 1 Observe, analyze, auditA pilot run in a highly competitive region to assess the operational and business impact.
Step 2Define main goal and northstarThe test validated the approach and supported the rollout to every restaurant in the brand's network.
Step 3 Key ResultsBeyond the primary KPIs, gains in foot traffic and identified orders without eroding national campaign performance.
Step 4 Set up PrioritiesFour national and four local communications a month for every participating restaurant (over 90% of them after two years).
step 5 ExecutionA single platform where each restaurant chooses the messages sent to its customers and tracks its own performance.