Papa Gino’s boosts sales and customer loyalty

Published on 06-Nov-2012

Customer:
Papa Gino’s Inc.

Industry:
Consumer Products

Deployment country:
United States

Solution:
BA - Business Analytics, BA - Business Intelligence, Big Data & Analytics, Big Data & Analytics: Customers, Smarter Marketing

Overview

Based in Dedham, Massachusetts, Papa Gino’s, Inc. is the parent company of the Papa Gino’s Pizzeria and D’Angelo Grilled Sandwiches restaurant chains. The company operates more than 275 company-owned and franchised Papa Gino’s, D’Angelo and dual-location restaurants and employs more than 5,000 people across New England. Both D’Angelo and Papa Gino’s are committed to providing high-quality products, attentive service, clean, convenient, attractive restaurants and a premium value experience for every guest.

Business need:
Papa Gino’s wanted to enhance agility by moving away from cumbersome spreadsheet-based analysis processes and giving users a real-time view of budgeting, financial and operational data. The company also wanted to introduce a customer loyalty program and increase online sales. It saw business analytics as a key tool for implementing these strategies effectively.

Solution:
The company used IBM Cognos software to provide reports and dashboards that give district managers and senior executives rapid insight into each of the company’s 275+ restaurants via a range of financial and operational key performance indicators – including everything from budgets and labor costs to pizza delivery times, coupon usage and telephone response speed.

Results:
Enables fine-tuning of marketing campaigns, promotions and loyalty programs to maximize profitability, increasing the frequency of customers’ visits by 33 percent.

Benefits:
Provides real-time analysis of previously unmeasured operational metrics, helping Papa Gino’s identify and encourage more profitable customer behaviors. Highlights the value of encouraging online ordering, which delivers a 40 to 70 percent boost to the size of customer orders. Forecasts business volume by day, enabling optimization of staffing levels. Improves planning processes by gaining efficiencies and adding depth and accuracy.

Video

IBM Analytics Helps Papa Gino's Grab a Bigger Slice of the Pie - IBM analytics gives Papa Gino's increased visibility into the performance of its online customer loyalty campaign, which has recently boasted a 50 percent increase in the total of an average order. Better visibility into company-wide operations helps better meet customer expectations for on-time, anywhere pizza deliveries in 30 minutes or less


Products and services used

IBM products and services that were used in this case study.

Software:
Cognos Business Intelligence

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