Case Study:
Client
A heavily franchised quick-serve restaurant (QSR) chain with 1,000+ locations in the U.S.
Challenge
- Reduce the restaurant marketing budget
- Streamline the upstream planning and execution process
- Reduce the risk created by manual processes, legacy software, and tribal knowledge
- Add flexibility to marketing programs through technology automation
Pointsmith’s Approach
Pointsmith conducted an assessment evaluating the promotional planning process and existing technology tools. The kickoff workshop was held with the key stakeholders where Pointsmith identified opportunities to eliminate redundancy, automate manual work, reduce risk, and integrate communication between internal and external stakeholders.
After the initial knowledge transfer, Pointsmith took a deep-dive into the weeds by completing a comprehensive audit of their entire marketing program. Throughout this process, the Technology Engineering and Development team worked alongside the Assessment team to document requirements for a customized technology solution that would ultimately deliver process optimization and cost savings.
Results
Pointsmith saved significant marketing dollars, eliminated redundant processes, developed/implemented technology that provides more strategic flexibility, and implemented a seamless transition with no impact to marketing execution or the restaurants.
- Developed a technology solution that integrates data (profiles, new/existing marketing messages, media types, etc.) to automate the promotional planning process and output restaurant specific data and marketing kits
- Developed a variable art engine that generates restaurant-specific plan-o-grams
- Decreased risk by eliminating manual processes
- Delivered higher quality restaurant marketing materials (Pointsmith has extensive experience producing marketing materials for restaurants who demand impeccable print output of their food photography and graphics)
20%
Reduced restaurant marketing budget
58%
Optimized promotional planning and execution process