{"id":6951,"date":"2024-03-21T19:18:41","date_gmt":"2024-03-21T19:18:41","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/how-beef-o-bradys-streamlines-customer-experience\/"},"modified":"2024-03-21T19:18:41","modified_gmt":"2024-03-21T19:18:41","slug":"how-beef-o-bradys-streamlines-customer-experience","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/how-beef-o-bradys-streamlines-customer-experience\/","title":{"rendered":"How Beef \u2018O\u2019 Brady\u2019s streamlines customer experience"},"content":{"rendered":"


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Family sports pub chain Beef \u2018O\u2019 Brady\u2019s is building a unified customer experience for pickup, delivery and dining in. By managing these many moving parts within a single platform (or technically, two connected platforms for ordering and loyalty), the customer data also comes together.<\/p>\n

Whether ordering on a third-party app like UberEats or Doordash, or on Beef \u2018O\u2019 Brady\u2019s mobile hub, customers will find greater consistency, along with relevant offers for their next online purchase or visit. There are currently 143 Beef \u2018O\u2019 Brady\u2019s (affectionately known as \u201cBeef\u2019s\u201d by the in-crowd) in 21 states.<\/p>\n

Building a seamless customer journey<\/h2>\n

\u201cWe were looking for a seamless customer journey across all of our platforms,\u201d said Heather Boggs, CMO for FSC Franchise Co., the parent company of Beef \u2018O\u2019 Brady\u2019s and its sister company, The Brass Tap. \u201cThis included loyalty and menu \u2014 and when I say menu, that means the menus you see on beefobradys.com, but also on the mobile app and across our third-party partners.\u201d<\/p>\n

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Beef \u2018O\u2019 Brady\u2019s had some previous experience with the Punchh engagement and loyalty platform by software company PAR Technology. This year, Beef \u2018O\u2019 Brady\u2019s began a partnership with PAR that includes implementing the Punchh loyalty platform and PAR\u2019s MENU platform for ordering.<\/p>\n

Having the menu ordering data centralized, and connected with customer loyalty data, allows the franchise to test limited-time-only menu items and promotions targeted at specific customer segments. It also means that customers experience a consistent and seamless experience. The company\u2019s marketing team can see where menu items are a hit in a specific market. They can also troubleshoot if there is a hitch in one of their digital channels or with a third-party delivery partner.<\/p>\n

Dig deeper: <\/em><\/strong>It\u2019s time to unleash your CX activists<\/em><\/strong><\/a><\/p>\n

Loyalty, personalized deals and insights<\/h2>\n

\u201cLoyalty programs are a big part of the restaurant business, so this allows us to build one-on-one relationships with customers,\u201d said Boggs. \u201cIt really gives us a piece we might have been missing with our previous program, which is that data that we can get. It allows us to get those data insights, and personalize offers and rewards with individualized customers.\u201d<\/p>\n

Insights that inform personalized guest experience include customer behaviors, purchasing patterns and if the customers have kids, which can lead to relevant offers.<\/p>\n

These customer insights come from all touchpoints where the customer engages with a menu, including online and on the mobile app. PAR\u2019s MENU platform, when combined with the Punchh loyalty program, unifies the data for loyalty customers so Beef \u2018O\u2019 Brady\u2019s can send those relevant, personalized offers to the right customer.<\/p>\n

The insights are accessible by the marketing team through a dashboard on the Punchh platform.<\/p>\n

\u201cIt gives us everything we need to know about our members,\u201d said Boggs. \u201cIt actually goes into check-level detail.\u201d<\/p>\n

Servers at a specific location will ask on-site customers for a phone number to launch the loyalty experience which comes with the program, called Beef\u2019s Rewards. This way the in-store experience mirrors the online experience, where customers log into their loyalty profiles or are given the option to sign up if they haven\u2019t already.<\/p>\n

Having unified data around each loyalty program customer also allows the marketing team to build campaigns and promotions targeting specific customer segments.<\/p>\n

\u201cI want to talk to the people who are moms or families in a different way than I\u2019m going to talk to my regular who comes in and gets chicken wings and beer,\u201d said Boggs. \u201cThe data can tell me the last time they came, how often they came, what\u2019s their favorite item to order and things like that. It can allow me, when I\u2019m putting together marketing campaigns, to target individual sets as best as possible.\u201d<\/p>\n

For March Madness, Beef \u2018O\u2019 Brady\u2019s hopes to increase customer frequency through the program. Customers are offered a prize for making purchases during three or more March Madness tournament games.<\/p>\n

Unifying a fragmented ordering environment<\/h2>\n

Restaurants, like other businesses, have to reach customers where they are. For Beef \u2018O\u2019 Brady\u2019s this means a presence on third-party ordering apps in addition to its owned channels. This roster of third parties gets more complicated in some rural markets, where major delivery apps might not offer service.<\/p>\n

Before the partnership with PAR, Beef \u2018O\u2019 Brady\u2019s used a separate ordering platform, ItsaCheckmate, which would receive all orders from third parties and push them to the restaurant chain\u2019s point of sale. With PAR\u2019s menu platform, now all orders are integrated with the menu in a unified platform. This is possible due to PAR\u2019s integrations with the ordering apps, most recently with Doordash.<\/p>\n

\u201cBy integrating with PAR\u2019s MENU Link, orders placed on DoorDash are automatically processed and synced with the restaurant\u2019s POS system, eliminating manual order entry and reducing errors,\u201d said Savneet Singh, President and CEO of PAR Technology Corp. \u201cRestaurants can centrally control menu offerings, pricing and availability across platforms like DoorDash, ensuring consistency in the customer experience.\u201d<\/p>\n

\u201cWe were already partnered with DoorDash, so it was great that [PAR Technology] is also partnered with them \u2014 we just enhanced that partnership that we had,\u201d Boggs said. \u201cIt\u2019s been really good and seamless from that side of the business.\u201d<\/p>\n

\u201cWe\u2019re able to manage the regular white-label online order offering, as well as all the third parties, all in one place,\u201d said Jason Saposnik, vice president of IT for FSC Franchise Co.<\/p>\n

Because the MENU platform is centralized, it allows the marketing team to build consistent menus and branding across all touchpoints, including third-party apps. The team can control product images and descriptions as well as pricing across all digital channels.<\/p>\n

\u201cThe big benefit is the time-savings and efficiency that comes with configuring products and pricing and location availability (of products) \u2014 we can do that across all channels, all at once,\u201d said Saposnik. \u201cIt also gives us a consolidated view of all those ordering channels, so if there were a potential issue with any of them, we are alerted to it right away without having to go to those third-party sites and portals.\u201d<\/p>\n

\u201cRestaurants are dealing with disparate technology stacks, disconnected customer experiences, low operating margins and difficulty providing an excellent guest experience,\u201d said Singh. \u201cPAR Technology\u2019s system directly addresses these pain points by providing a unified commerce solution with an open API designed for the restaurant sector.\u201d<\/p>\n

PAR Technology\u2019s solutions are aimed at enterprise-level restaurant chains and multi-unit operators, according to Singh. Recent adopters include Hooters of America and Insomnia Cookies.<\/p>\n

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