Market Basket Analysis Drives Improved Product Marketing for a Large QSR
The Client
A privately held quick-service restaurant chain with over 500 locations across multiple states. The client operates 24×7 with multiple day parts, and menus associated with each daypart. They also provide various limited-time promotions for special menu items.
The Problem
The client needed a way to find correlations between different types of products in customer orders to analyze the effectiveness of a series of promotions. In addition, there were unknowns as to variances in preferences across market segments which resulted in “one size fits all” promotions.
The major market basket analysis issues included:
The Solution
Smartbridge built a lightweight data mart that could accommodate the analysis requirements in their current environment without a dependency on any external tools or new infrastructure. This data mart allowed for item-to-item correlation analysis as well as menu item-to-modifier analysis by geographic location and time period.
The Result
The solution allowed the client to gain insights into product and promotion correlation that helped drive better decisions regarding marketing campaigns, discount offerings, and limited-time offers.
The new analysis capability has enhanced their ability to apply promotions to specific markets segments, dayparts, and geography. Future analysis can include more demographic and seasonal data to further identify trends and market fit.
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