Burger King invested BRL 20 million in CRM in 2020; for specialists, strategy is not something that should be restricted to major market players, but it requires knowledge
In 2017 Burger King implemented an integrated delivery system that allows consumers to choose their preferred platform. This was just one of the brand’s attitudes to establishing a data culture: In 2020, the company invested BRL 20 million in CRM (Customer Relationship Management, in Portuguese), according to an interview by Ariel Grunkraut, vice president of sales, marketing. and technology at Burger King, published by Exame.
Among other measures, the fast food company has bet on its app which, according to Grunkraut, already has more than 35 million downloads and has installed self-service kiosks in stores.
For Pedro Ruibal, CEO of Olga, a data intelligence company for restaurants, using data can help business growth. “The data provides valuable insight into every business, not just the food sector.”
The specialist says that inserting a data-driven culture into a company means no longer making decisions based on empirical knowledge and starting to lead the organization based on facts. “In the case of restaurants, the possibilities are immense: the data helps to understand the market and can guide, for example, the expansion of a brand in the opening of new stores and help to understand how customers consume a product or service” , says Rubale.
Information like this is shortcuts for companies to reach ever higher levels of performance, accelerating their growth, he adds.
Data culture requires knowledge
According to Ruibal, all operations generate a huge amount of data, but it is necessary to structure the company so that all information is unified and ready to be analyzed. First, the brand needs to understand what its sources of information are and what can be extracted from each of them.
To carry out a project like this, a company needs a specialized team and different tools that work together. “To implement a data structure in the operation it is necessary to invest first of all in knowledge, but it is not necessary to be a giant to work with data and have the results of brands such as Burger King, Starbucks, Domino’s, among others”.
Platforms can help
According to the entrepreneur, what happens is that brands often don’t know where to start. At this point it is worth turning to companies or platforms that can bring with them the knowledge and tools necessary for the organization to reap the benefits of a “data driven” culture without leaving its core business.
“With the support of a specialized company, it is possible to count on a data team in organizations and, with that, brands can explore all the opportunities that exist starting from the information they already produce organically,” he says.
There is no need to wait for the right moment
For Ruibal, there is no time to waste: companies in the food sector must invest in data as soon as possible.
“It is a fact that companies that have a data-driven culture will always be one step ahead of the market, after all they have information that can assertively guide their strategy. Of course, this concern ends up appearing more urgently when the ‘company starts or wants more expressive growth, and that’s when the opportunity presents itself to get started in the right way, “he explains.
To conclude, Olga’s CEO points out that it doesn’t matter the size of the company, but where it wants to go. “For those who want to go further, data intelligence is a great ally on this journey,” he concludes.
For more information, just go to: http://olga.tech
Website: http://olga.tech
Source: Terra
Benjamin Smith is a fashion journalist and author at Gossipify, known for his coverage of the latest fashion trends and industry insights. He writes about clothing, shoes, accessories, and runway shows, providing in-depth analysis and unique perspectives. He’s respected for his ability to spot emerging designers and trends, and for providing practical fashion advice to readers.
