Competitive Intelligence Enables Global Fast-Food Chain Boost Sales

Key Insights:

Business Challenge:

Boost product awareness and sales in Australia and New Zealand.

Results at Glance:

of the consumers between 26-35 years preferred the fast food chain over its competitors

0 %

of the consumers at the fast food chain were seen more than 3 times a month

0 %

Solution:

The QSR utilized Azira for:

Audience Segmentation and Targeting: Created two precise audience cards—existing customers identified by visit frequency to brand locations, and potential customers observed near 19 competitor fast-food restaurants.
Dynamic and Interactive Ads: Delivered engaging static and rich media ads, including gamified experiences, to targeted segments in real-time near brand stores, ensuring high engagement and sales uplift.

Objective

Leading global fast food chain specializing in sandwiches and salads was looking to boost product awareness, and eventually sales, amongst its loyal customers and potential fast-food consumers in Australia and New Zealand.

The brand was looking for a data partner who could identify, create and fine-tune these two segments using data, and provide actionable insights on physical world behavior of these segments using relevant data and analytics.

Strategy and Execution

The fast food chain used Allspark, Azira’s SaaS audience product to curate and reach out to audience segments by choosing multiple data sets, such as location, visit frequency, demographics, affluence levels, and content-consumption patterns among other data sets.

First, in Allspark, Azira identified and created an audience card of existing consumers by analyzing people frequently visiting the brand’s restaurants. With PlaceMatrix, the proprietary database of building shapes within Allspark, Azira was able to further define the consumers in and around the brand’s restaurants in an accurate way.

Then, the potential consumer audience card was created by analyzing people seen across 19 (or more) competitor fast-food restaurants located in the same neighborhood as the brand stores. These segments were then targeted through Allspark with a mixture of static and dynamic ads, promoting their new products whenever the audience was seen near the brand’s stores.

As part of the creative execution, Azira built custom dynamic creatives such as a rich media game to ensure high engagement and an interactive consumer experience.

Results

By promoting the messages to the right audience, the brand increased product awareness, trial and purchase frequency for their franchisees.

Azira also conducted footfall analysis to gather statistics into the behavior and visitation rates of the targeted consumers.