A global quick service restaurant brand wanted to collect more accurate and timely data on their point-of-sale (PoS) signage. The marketing team wanted to better understand how their customers were using them and to increase sales.
Historically, the data they collected was summarized in six PDFs that were used to represent the brand’s entire estate of 1,300 stores. What’s more, the PDFs were only updated every six weeks.
Gain Theory developed a strategy that would not only improve how data was collected, but also how it was analyzed so it would lead to more effective decision-making by the marketing team.
To help deliver the strategy, we selected several key partners to work with. One partner, for example, collated data on every product sold by store, daypart (eg. breakfast, lunch, dinner), and board type (eg. inward facing and outward facing).
We set up automated processes to ingest and process this data, so that it could be cut and aggregated in different ways. Next, we established a test and control framework in partnership with the brand’s business insights and merchandising teams. The aim here was to test new product creatives and new menu board layouts in near time.
Thanks to optimizations made to the PoS signage, the average basket size grew by 2%.
increase in average basket size