A North Star to light the way
| Client | Alsea |
| Where | Global |
| What | Travel & Leisure |
| When | 2021 |
16 interviews with managers from all areas, geographies and brands involved ------ 2 envisioning and definition workshops ------ 13 participants per workshop ------ Group dynamic with technology managers to address technical issues
01
THE CHALLENGE
Strategic innovation to improve the experience
Alsea, the company specialized in the management of franchises such as Starbucks, Burger King or Domino's Pizza, wants to digitally align and transform all its brands. The goal? to offer an improved and more consistent experience to its customers.
Generate a unique relationship with the client
Our vision focused on offering a comprehensive and distinctive value proposition that would truly impact Alsea's relationship with the customer. To achieve this, the solution had to be scalable, flexible, and capable of adapting to the different realities marked by both brand and geography.
02
THE SOLUTION
Shining brightly
To address this digital transformation, we created a North Star, a cross-cutting reference point for all Alsea brands to guide related initiatives based on three key verticals: loyalty, delivery and the in-store experience. We benchmarked different loyalty solutions to identify the one capable of handling such a high volume of business needs, allowing us to reuse Alsea's existing capabilities.
Every interaction with the customer counts
We discovered that improving the in-store experience or implementing a loyalty program within delivery can make a difference in the foodservice industry. Alsea has the opportunity to lead this transformation by becoming the visible face of the business. A direct relationship between the customer and Alsea, previously non-existent, began to be created, eliminating the opacity of the intermediation between the delivery companies.
TIMELINE
2021
2021
2021
We created a robust omnichannel strategy focused on improving customer satisfaction, differentiating the business, growing the user base, increasing sales, and improving operational efficiencies.
We work to align strategies and operations in all areas. As a result, we ensure consistency and a unified approach in the implementation of loyalty programs and Alsea's digital transformation.
We succeeded in integrating a cultural change at the company level by moving from a local operating model to a glocal approach.
We designed a loyalty program that integrates with those of each brand, allowing compatibility and data exchange between them.
MAIN CONCLUSION
We incorporated a change with impact on the company's culture.
THE OUTCOME
We recommended Alsea to establish a comprehensive approach that would make this new vision that marks the "North Star" a reality and that goes through the three aspects of loyalty, delivery and customer experience to unify and improve the experience in its stores. We completed this evaluation with a technological benchmark, an implementation roadmap and the corresponding cost plan.
21
initiatives
To improve infrastructure, analytics and activation across the digital ecosystem.
16
workstreams
To achieve the new digital strategy.
3
development axes
Loyalty, delivery and in-store experience.
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