A contemporary fast food restaurant in one of the major cities in Pakistan offering a blend of Middle Eastern and Italian cuisines.
Allspice didn’t have a consolidated view of marketing data in order to evaluate the impact of marketing efforts on sales. Moreover, the restaurant didn’t have a data analytics ecosystem to evaluate business performance and take better decisions. Although there was a website for online orders, conversion rate was very low and most of the orders used to come from takeaway, Foodpanda and delivery channels. As some of the conventional restaurants do, most of the decision making was based on intuition.
A proper data analytics ecosystem was built for Allspice entailing sales and customer analytics dashboards, marketing effectiveness dashboard and website analytics. The following initiatives were taken to make allspice a data driven brand:
Data-driven decision making was enabled for the business, especially, regarding providing the customers a personalized, seamless experience.