KFC AmRest: A Case Study in Automated Marketing Campaigns

Have you ever dreamed about putting marketing on auto-pilot and generating 12 percent or greater incremental revenue increases for your restaurant? AmRest, the largest independent chain restaurant operator in Central and Eastern Europe, did just that.

Just what is so special about marketing automation in the restaurant world? 

Most of us are aware of how Amazon and other large online retailers generate sales growth with marketing automation tools that nurture customers and convert them into paying customers. These companies use automated email campaigns with special time-limited offers targeting individuals via their browsing or purchasing history, and even the number of clicks to CTA’s from previous offers. This kind of automation works for online retailers because they can provide the right email incentive to click that “special offer,” creating opportunities for impulsive purchases.

In the restaurant world, customers just don’t check their emails to see if they have a…