How a Global Restaurant Chain Leverages Marketing/IT Collaboration

3 Min Read By Jorge Pederzini and Camila Casale

In today’s highly dynamic restaurant industry, technology innovation is continually redefining the marketing function and presenting new opportunities and challenges. Marketing teams aim to partner with IT organizations to leverage the latest advances in data analytics, intelligent automation, social media and other tools to gain a competitive edge. 

For a multi-national restaurant chain, a marketing strategy based on delivering a consistent guest experience is critical to building brand identity and driving repeat business. Consistency also enables more effective analysis and improvement of loyalty and promotional programs. At the same time, flexibility is essential to address national, regional, language and cultural differences across disparate global markets, as well as to engage a wide range of independent-minded franchise operators. 

Technology is impacting the dining experience and enabling more personalized and relevant communication from the brand to the end user.

Finding…