Capgemini Consulting engaged with a leading North American restaurant chain to create a Digital Transformation strategy to bolster the restaurant chain’s digital infrastructure, a prerequisite for a strong customer interface on digital platforms.
The company wanted to expand beyond their core markets, into other geographies and demographics. Although the restaurant chain had a strong presence on the Web, the digital turf was largely unchartered territory. Capgemini Consulting conducted both in-store and online research in order to observe the client’s customers, to understand their expectations and the restaurant chain’s own digital reach. Capgemini Consulting also educated the C-Suite members of the company to drive change management and acceptance.
As a result of Capgemini Consulting’s expertise, the restaurant chain was able to create a blueprint for a presence on the digital platforms, while armed with a better understanding of the digital media preferences of Millennials and Gen Z. The intuitive mobile app helped offer customer loyalty features like reward points and customized menus.
Capgemini Consulting Enables a Leading Restaurant Chain to Offer Personalized Digital Media Experience to Its Customers
Giving Customers a Right to Choose
The client is a leading North American quick service restaurant chain with a steady customer base drawn to the company’s Southern style of service and willingness to allow unlimited customization of their famous hamburgers.
Engaging Digitally-Savvy Millennials
The executive leadership of the restaurant chain had successfully managed to grow the company every year for more than two decades, but their core markets were now well served and further growth required expansion into other geographies and demographics. The company also wanted to enrich the customer experience and gain a long-term understanding of its target buyer personas.
It was obvious that the business needed to look beyond its core customers – Baby Boomers[i] and Gen X[ii] – who were raised with the brand in their home states. In new geographies, the company couldn’t depend on parents to introduce the restaurant to Millennials[iii] and Gen Z[iv]. It needed a business strategy to pull the younger generations into the restaurants.
Although the restaurant chain had a strong presence on the Web, the digital turf was largely unchartered territory. It needed to understand the rules of engagement on digital media before augmenting its mobile app with advanced features like remote ordering and customer loyalty programs, and adopting analytics to understand the buying patterns of their customers better.
Crafting a Transformational Vision
Capgemini Consulting was chosen because of its previous engagement in enabling companies to align their business with evolving digital technologies. The Capgemini Consulting team started with a digital transformation strategy to bolster the restaurant chain’s digital infrastructure, a prerequisite for a strong customer interface on digital platforms.
In-store and online research was then conducted to observe customers to get a robust understanding of their needs and the restaurant chain’s digital reach. The purpose was to segment the customers based on certain factors like their age, buyer personas and digital preferences.
The research enabled Capgemini Consulting and the restaurant chain to clearly define buyer personas and sketch buyer journey maps. This meant outlining the entire decision-making process of target customers and the various points where the restaurant chain could maximize its impact on customers’ relationship with the brand.
As expected, Millennials emerged as a key focus area for improving the customer experience capability. Millennials expected personalized engagement and a two-way conversation with the restaurant chain, both in-store and online. This required a new customer experience strategy, and the restaurant’s inaugural mobile app prototype developed by Capgemini Consulting was an important first step. Capgemini Consulting developed the prototype, design and digital architecture for the mobile app. Loyalty program features like reward points, customized offers, and bespoke menus would become an essential part of the app.
During the implementation of the new customer experience strategy, Capgemini Consulting educated the C-Suite members of the company to drive change management and acceptance. High level executives spent a minimum two hours per week in immersive leadership workshops to understand the digital transformation strategy and the business plan for engaging Millennials. The Capgemini Consulting team also trained participants on the new customer experience tools and techniques during each stage of building the new customer experience strategy in a fully collaborative process.
New Channels of Communication with the Customers
- Digital Marketing Strategy: The restaurant chain was able to create a blueprint for a presence on the digital platforms.
- Deeper Understanding of Millennials: The restaurant chain is now armed with a better understanding of the digital media preferences of Millennials and Gen Z.
- Customized Content Development: Customized digital media content helped the restaurant chain to delight Millennials at different stages of their buyer journey.
- Intuitive App: The mobile app is a good addition to the digital armour of the restaurant chain and helps them to offer customer loyalty features like reward points and customized menus.
Building on a Successful Journey
Capgemini Consulting recently re-engaged with the client to work on improving the customer loyalty app, following initial feedback from the client’s franchises.
The Capgemini Consulting team is also supporting the next generation of customer research, building out an increasingly complete Customer Journey atlas and developing the next edition of the operations manual to match changes in the organization’s digital customer experience and engagement strategy.
[i] Baby Boomers: People born approximately between the years 1946 and 1964
[ii] Gen X: People born approximately between early 1960s to early 1980s
[iii] Millennials: People born approximately between 1980s to 2000
[iv] Gen Z: People born between late 90s and early 2000