SITUATION:
An 80-year-old fast food restaurant chain needed to increase sales.
ANALYSIS:
Alexander Babbage segmented their customer base and identified that 84% of their sales came from 41% of their customers and determined what was most important to this core customer. With this knowledge, Krystal re-focused product development and marketing on the core customer and increased patronage, loyalty, recency and frequency.
RESULT:
Five years of transaction declines were reversed and the brand is growing again among a core, loyal customer base.
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