This article was written before Cuebiq deprecated our SDK, which you can learn more about in this blog. We've left the following information up as it may offer offer additional insights and context.

When it comes to location intelligence, the quick-service restaurant industry stands to benefit in many ways. Nowadays, restaurant chains are constantly being challenged to step up their game against competitors, thanks to the rise of new technology and better customer-oriented strategies. It’s time to act on these strategies and create a better experience overall for your visitors and most importantly...sales!

According to our white paper with 451 Research, 69% of QSR marketers plan to increase their use of location data over the next two years. This speaks volumes about the direction that marketers are going toward in order to maximize their efforts and grow their customer base.

Location data can be invaluable in strengthening your entire enterprise. There are many insights you can derive from location intelligence that are right at your fingertips! Now, are you ready to unlock them?

Corporate Marketing

It’s time to map the offline consumer journey! Location intelligence can be a major resource in helping QSR marketers strengthen acquisition and develop better consumer experiences.

Co-Branding + Sponsorship Opportunities

Marketers can analyze offline consumer behaviors, visitation patterns, and purchase intent to evaluate new partnership opportunities. Through location analytics, they can see key brand affinities their visitors have with other brands, and more importantly, identify opportunities that resonate with their target audience.

Loyalty Program Development

By using cross-shopping activities including brand affinity, visit frequency, dwell time, and more, marketers can refine their loyalty programs for consumer retention and guide segmentation strategies, which will be key to keeping their consumers happy.

Consumer Persona Building

In addition to loyalty program development, marketers can gain a deeper understanding of offline consumer behaviors such as brand affinity and loyalty to more effectively build their buyer personas and inform their marketing strategies and communication efforts.

Competitive Intelligence

Consumer footfall patterns provide the information needed to build conquesting and day-parting communication efforts, in order to grow market share and marketing ROI.

CEM Analysis

By leveraging SDK technology within their mobile app, marketers can better understand app users and their offline behaviors including loyalty, visit frequency, dwell time, and more.

Download Infographic

Media / Agency Partners

We’re here to help QSR media and agency partners make effective media buying and planning decisions. Location intelligence provides data-driven and consumer-centric insights to support better media investments.

Strategic Planning

Using location intelligence, media and agency partners can identify and test new audiences and media planning strategies to evaluate publishers, creative messaging, content platforms, media mix, and cross-channel investments.

Audience Targeting

After mapping consumers’ offline journey and path to purchase, they can activate geo-behavioral audience segments such as branded audiences, predictive audiences (based on churn), seasonal, lifestyle, and more.

Cross-Channel Spend Optimization

Media and agency partners can leverage real-time, daily visit and uplift metrics to optimize media spend by creative, publisher, and geo for campaigns already in-flight.

Cross-Channel Measurement

To prove media ROI, they can measure cross-channel advertising performance for digital, TV, OOH, and radio.

Restaurant Operations & Customer Service

Restaurant operations and customer service teams can improve their operational strategies, staffing efficiencies, and customer service experiences using visitation behaviors and trends.

Finances Planning

Using location intelligence, they can elevate GIS strategies for smarter restaurant and franchise location planning based on the key geographies optimal for their brand.

Increase Operational Efficiencies

What’s more, they can optimize restaurant location opening and closing hours as well as staffing needs based on consumer peak visitation hours and seasonal consumer footfall trends.

Enhanced Diner Experience

Analyzing how much time consumers spend dining in-store, the time of day they visit, and their frequency of visit can help with enhancing the in-store dining experience.

Finance/ Operations / Strategy

Finance, operations, and strategy teams can accelerate their growth and reduce costs through real-time, data-driven decisions.

Revenue Forecasting

These professionals can leverage real-time consumer footfall data to forecast brand sales, revenue, foot traffic, visitation trends, and more.

Franchise Strategy Analysis

They can analyze state, DMA, and store-level performance by a variety of location-powered KPIs unique to location intelligence to franchise opportunities.

Sales/ Business Development

Finally, by layering data intelligence, sales and business development teams can turn relationships and business opportunities into revenue.

Corporate Social Responsibility

These teams can leverage location data to support nonprofit organizations and universities in their efforts to drive innovation around the globe by solving real-world problems, such as natural disaster evacuation planning.

Customer Acquisition

To better qualify prospects, they can analyze offline consumer behaviors to see if they overlap with their enterprise or an enterprise with a similar selection to theirs.

CRM Enhancement

Sales and business development teams can boost their customer tool or database with offline behaviors and purchase intent to more accurately predict and generate revenue.

To learn about how Cuebiq’s location intelligence solutions can help a QSR organization, be sure to check out our infographic.

The post How Location Intelligence Can Benefit the Entire QSR Organization appeared first on Cuebiq.

Are you a QSR marketer wondering how to incorporate location intelligence into your marketing plan? Well, then you’re not alone. It turns out that 69% of QSR marketers plan to increase their use of location data over the next two years, per a study we (Cuebiq) commissioned with 451 Research. Yet 64% of QSR marketers admit that they are barely past the planning stages of integrating location intelligence as a routine part of their marketing efforts. To bridge that gap, we’ve compiled four ways QSR marketers can benefit from using location data.

1. Enhance Loyalty Programs

According to Oracle, a growing proportion of US internet users are signing up for restaurant loyalty memberships — more than 65% of them are members of food service loyalty programs. What’s more, 46% of consumers said that loyalty programs would entice them to visit restaurants more often, according to eMarketer. Given this stat, it’s more important than ever that QSR marketers make use of loyalty programs and understand how to optimize them in order to drive visits.

Location data offers QSR marketers a new source of consumer insights that they can leverage to refine their loyalty programs. Traditionally, loyalty programs have rarely gone beyond a system of reward points based on purchases. Yet through location intelligence, QSR marketers can see which other services their consumers value. This opens the door to more effective loyalty programs that can vary by locale and merge with co-branding, shopper marketing, and other partnership arrangements.

For example, a QSR might learn from location data that their consumers also tend to shop at Ikea. This insight presents an opportunity for the QSR to partner with Ikea, perhaps developing a joint loyalty program that awards points for purchases made at both the QSR and Ikea. By developing informed partnerships that cater to consumers’ other interests, QSR marketers can better tailor their loyalty programs to consumers and ultimately increase loyalty to their own brand.

2. Gain Competitive Intelligence

On the topic of loyalty, location intelligence can also enable marketers to measure the loyalty levels of consumers to their competitive set. This means that brands can identify the most and least loyal consumers of their competitors, and then target the least loyal — or most vulnerable — segment for competitive conquesting. For example, a leading taco brand might learn through location intelligence that a certain segment of competitor customers tends to visit many different fast-food joints, and then target that segment heavily with promotions for their own brand.

While competitive intel is still a nascent use case for location data, there’s widespread curiosity in that application. Of the QSR marketers surveyed by 451 Research, 58% said they were likely to use location data to improve their competitive intelligence. Location data can help QSR marketers unlock key insights about their competitors — such as consumer dwell time and visit frequency. QSR marketers can then analyze these competitor trends over time and compare them to their own, to determine how their own brand is performing in the QSR market.

Download the study for free

3. Plan Social Media Campaigns

Another way QSR marketers can leverage location intelligence is to inform their social campaign planning. Through location intelligence, marketers can understand how their efforts on social media are changing consumers’ offline behavior. They can determine whether a specific social media ad drove consumers to store — aka whether it resulted in uplift or not. In this way, uplift acts as a direct metric for the success of a social media campaign.

By analyzing location data, marketers can better gauge how their social media campaigns performed compared to campaigns they deployed across other channels. This allows them to determine the ROI of their social media spend and compare it to the rest of their media investments. If their social media efforts did not effectively move the needle on driving visits, then they might need to reassess their social strategy.

4. Manage the Relationship between Promotions and Visits

Gaining insight into the relationship between promotions and visits is extremely valuable for marketers. They can see how their promotions are performing in-flight and then optimize them accordingly, based on how many visits the campaigns are driving compared to the QSR industry standard.

What’s more, location intelligence can help marketers understand how their own promotions are working compared to their competitors’. For example, if you’re a QSR marketer and know that one of your competitors is launching a buy-one-get-one-half-off deal on combo meals next Tuesday, you could launch your own promotion that day. Then after the promotions run, you could analyze foot traffic patterns between you and your competitor, to gain insight as to how effective the respective promotions were in driving visits.

From consumer and competitor insights to campaign planning, location intelligence can help QSR marketers in many ways. To learn more, check out our white paper here.

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