For decades QSRs served their customers without knowing them very well. As competition grew and the need to optimize operations became imperative for scale, QSRs looked to understand customer preferences and behavior at a whole new level. Loyalty strategies have become the chosen solution to gather first/zero party data from customers and utilize it to drive everything from menu optimization to operational efficiency for the brand and the customer.

Starbucks has led the way in terms of using loyalty strategies to understand their customers better while driving a more seamless and convenient experience for them and the stores. Kobie has worked closely with QSRs to establish adapted practices that drive convenience and loyalty for their brand. The organizational structure of the QSR can make program delivery complex with franchisee funding models. Thankfully, Kobie’s center of excellence around loyalty financial modeling can help QSRs develop the value proposition that will ensure franchise buy-in (when needed) that aligns with member acquisition and ultimately retention on the front-lines.