MOMA

Best Use of Data
2016

Frankie & Benny's

The Restaurant Group won the ‘Marketing on Mobile Award’ for ‘Best Use of Data’ having launched a significant data and CRM strategy to understand guest behaviour and ensure communications are relevant and personal. The Restaurant Group’s strategy was judged by leaders from brands such as Yahoo, Weve, Mediacom Worldwide & Ebay, in a category with some great brands such as Three mobile, Intel, Jaguar, Evian & Addison Lee.

The Restaurant Group’s first step was to build a Single Customer View database. This gives TRG a complete picture of their guests interactions with their brands across all touchpoints such as online bookings, rewards clubs and app sign ups, enabling them to understand their guests profiles and behaviours. In parallel, TRG launched an Electronic Vouchering Platform allowing for traceability and measurement of marketing campaigns and offers. Linking this to the Single Customer View database provides powerful insight in to guest’s interactions with their brands enabling more personalised communications to the relevant guest segments.

Furthermore, the group built a Mobile App Platform and launched the Frankie and Benny’s App in December 2015. The App is linked to the data and CRM systems and offers guests the opportunity to book online, find a restaurant, have fun in the photobooth and most importantly, join the Rewards Club. The App strategy is to prioritise loyal guests and increase frequency of visit through rewards and great experience. The Chiquito App will launch later this month.

Frankie and Benny’s guests are enjoying the Rewards club with considerable uptake in downloads & sign-ups since launch in December 2015.