Using Tech Tools for System Growth & Development at Capriotti's

Using Tech Tools for System Growth & Development at Capriotti's

We asked David Bloom, chief development officer for Capriotti's, how the brand is using big data and other technologies in franchisee recruitment and other functions. Here's what he had to say.

David BloomThe data available through today's manifold third-party resources and related technologies is now required to inform and guide our decisions at every step of the lifecycle of our franchise owners. These decisions include franchise development, real estate and site selection, competitive and consumer trends, marketing messaging, media channel selection, marketing, ROI analysis, and everything from menu and pricing management to employee productivity.

As a brand, Capriotti's has invested and continues to invest heavily to ensure that we have access to all of the best internal and external data resources, technology platforms, and tools, along with third-party consultants and analysts. The day when a brand could manage and ensure its competitive advantage simply by leveraging internal resources, tools, and analytics are long gone. To lead and ensure the future success of the business model and brand, we now need to align ourselves with the best thinkers, platforms, and analysts in each discipline that aligns with our business. Our commitment to providing the required financial resources, best-in-class personnel, and thought leadership within this area is foundational to the long-term success of our brand and our owners.

To be able to meet and exceed the standards mentioned above, Capriotti's uses many platforms. For the real estate and development teams, we leverage Restaurant Trends competitive intelligence data, Piinpoint mapping to visualize trends for expansion and provide actionable insights, along with Birchwood demographics and site selection predictive indexing, and Mastercard consumer purchase data. Internally, we employ Service Management Group's consumer surveys of our customer base to benchmark ourselves against the competition and our own brand standards.

We also use the full suite of NCR restaurant and data management tools and the full suite of FranConnect Sky franchise lifecycle management software. On the marketing and media analytics and consulting support side of the business, we employ a variety of PR firms to manage our social platforms and provide digital content and brand awareness. Capriotti's also has three different digital marketing and media firms and platforms targeted toward specific audiences and media channels, SEO tools, and PPC ROI analytics. Last, we use creative and media buying agencies, brand-building experts, and restaurant-specific consulting groups in the areas of design, menu management, operational efficiency, and benchmarking our financial performance.

Published: May 22nd, 2017

Share this Page

Reader Reactions:

comments powered by Disqus
Golden Corral
ADVERTISE
SPONSORED CONTENT

Franchisor Topics »

Premium Services

919 Marketing Business Opportunity

919 Marketing
919 Marketing Co. is a national content marketing, PR and social media...

Franchise Consumer Marketing Conference Business Opportunity

Franchise Consumer Marketing Conference
June 20-21, 2017. Intercontinental Hotel, Atlanta (Buckhead), GA. An...

Franchise Leadership & Development Conference Business Opportunity

Franchise Leadership & Development Conference
Oct. 11-13, 2017 Intercontinental, Atlanta, GA. Over 350 franchise...

Konnect Business Opportunity

Konnect
Konnect is an agency with unmatched business acumen that provides public...

Xivic Business Opportunity

Xivic
XIVIC IS YOUR FRANCHISE DIGITAL PARTNER. Empower your customers. Build...

Multi-Unit Franchising Conference Business Opportunity

Multi-Unit Franchising Conference
Make deals with the most powerful players in Multi-Unit Franchising. Our...

ApplePie Capital Business Opportunity

ApplePie Capital
ApplePie Capital provides a fresh new approach to franchise financing that...

FranchiseGrade.com Business Opportunity

FranchiseGrade.com
FranchiseGrade.com is the leader in competitive market research and...


Franchise Update Magazine

A targeted, quarterly magazine that takes CEO's, VPs and Sales Executives to the cutting edge of franchise development.

Subscribe to Franchise Update Sales Report

A Franchise Update Media Production
Franchise Update Media | P.O. Box 20547 // San Jose, CA 95160 // PH. (408) 402-5681
Copyright © 2001 - 2017. All Rights Reserved.

In Loving Memory Of Timothy Gardner (1987-2014)