brand Case Study

Better Diagnostics to Help Increase Foot Traffic

The Client's Situation

Ketchup and a bag of french fries

The Challenge

Person holding a cheese burger

Approach + Solution

Using several years of brand tracking data and time series regression, Phoenix constructed a BrandPi model utilizing actual historical guest count data provided by our client.

The BrandPi model used was validated retrospectively, with no reversals achieved. The measurement framework was then implemented for on-going monitoring, accounting for shorter-term and longer term influencers based on lag analysis. This would also provide a level of predictiveness to when guest counts may be increasing or decreasing, allowing our client to stay ahead of the game.

Results

After our BrandPi model revealed the root cause of the declining guest count, our client was able to re-initiate training and other tactics to improve the service issues associated with the new menu items.

After implementing a menu change in Year 7, Phoenix reported a decline in our client’s BrandPi score, which ultimately corresponded to a decline in guest counts. While our client had initially assumed this was due to the significant menu changes, BrandPi diagnostics revealed the issue was Operation-related, not Product-related.

Service times and order accuracy were the factors driving the reduced BrandPi score, which quickly recovered after our client resolved their service issues.

People eating fast food together
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