CASE STUDY: QSR

Enhanced customer engagement at scale

This QSR client is one of the world’s largest restaurant chains by revenue, operating almost 38,000 restaurants globally.

In 2016 Plexure was appointed by the client to standardize its technology stack across digital customer engagement. This resulted in a global mobile app powered by Plexure, which centralized content management, CRM and integration systems, customer data platforms, BI and analytics tools and gamification platforms.

Since then, Plexure has helped the client’s corporate team roll out a standardized solution across 58+ countries and has resulted in significant IT savings across the business globally.

A surprise every day

Since 2017 Plexure has helped the client execute a Christmas marketing campaign. Starting 1 December and running for the month heading into Christmas, the campaign is a gamification module consisting of daily rewards and push messages.

The campaign is designed to enhance customer engagement and increase visits in the lead up to Christmas by providing continuous mystery gifts to the client’s guests each day. The gifts consist of mouth-watering offers, games and competitions that encourage engagement and offer redemptions via the client’s app.

This concentrated period of surprise and delight has proven to be a strong motivator of sustained loyalty, driving significant uplifts in revenue for the participating markets resulting in increased customer satisfaction and restaurant visits.

2019 campaign scope and scale

The 2019 campaign was executed in the European, Eastern European and Asian markets This was the largest campaign to date with a 48% increase in market size from 2018.

22 countries
1 month
30.2 million customers targeted
196 million total push messages sent
100,000 platform requests per minute
0.173 second response time

The results

This campaign has become a critical activity in the client’s marketing plan, providing a significant uplift in customer engagement and revenue. Throughout the 2019 campaign customers were doubly engaged, opening the app more than twice as much as usual.