Prezzo has over 245 restaurants across the country, with 200 under the core Prezzo brand and 37 under its Mexican-themed Chimichanga. The Prezzo restaurant group also operates the Cafe Uno, and Cleaver chains in the UK.
Prezzo approached Planning-inc with a number of business and operational challenges to which they sought a data-led solution.
A key objective for the business was to address the overwhelming reliance on promotions to drive footfall into restaurants. Prezzo realised that only through harnessing the data assets at their disposal and by fully understanding customer-level dining trends could they address this issue. They saw an opportunity to move from ‘one size fits all’ discounting to a strategically driven one to one communication programme, where promotions were managed at a customer-level based on engagement and spend.
The business was also keenly aware that being able to address this fundamental challenge would open up the potential for a whole raft of business and customer insight to drive operational and guest experience management activity.
Prezzo is fully harnessing the potential of Apteco marketing software. The infrastructure built with Planning-inc represents a powerful customer experience management platform that is moving the dial for the business in terms of incremental revenue and guest management.
The Apteco Solution
Given Prezzo’s requirements and the potential of their data, Planning-inc proposed a solution that would harness Apteco software's key assets by using Apteco FastStats®, Apteco PeopleStage™ and FastStats Geo™.
Once engaged by Prezzo, Planning-inc first undertook a Single Customer View (SCV) build, bringing together data from a number of disparate data sources. With no common key to be found across the sources, a sophisticated matching algorithm was developed to effectively combine records together across all of these sources.
Moving forward, a whole programme of behavioural-led communications are on the roadmap for delivery. The targeting opportunities are endless; crucially the business is now enabled to focus on managing key elements of customer experience.