Post on 14-Apr-2017
Pan India is a market leader when it comes to catering to
such a vast audience with different food habits. Its
success would not have been possible without in-depth
marketing analytics & some profound customer pro�ling.
-K S Narayanan, CEO, Blue Foods.
BRAND�S STORY
Incepted in 2000, Pan India Food Solutions Private (Blue Foods) currently serves the
Indian audience with a wide range of food & beverage selection. From �ne-dines to
dessert parlors to coffee shops, this brand has it all.
Take a tour of Italy -Spaghetti Kitchen
Traditional Indian Choices -Copper Chimney
Sweet Treat -Gelato Italiano
Meet over coffee -The Coffee Bean & Tea Leaf
Snack up like a boss -Bombay Blue
Chopsticks at work -Noodle Bar
End your foodie cravings at Food Courts � Food Talk and Spoon
THE CHALLENGE
The futuristic vision & foresight of the people associated with the brand was enough to
make them realize the upcoming need for a gargantuan Customer-Data-Management
platform. They knew that the business needs of a �ourishing venture like the one on
hand would be equally challenging. The agendas that were sure to be of serious
concern in the near future were:
�Marketing Analytics & tab on the spends
C� ustomer Pro�ling & detailing
P� erformance analysis
C� apturing trends & insights
THE SOLUTION
In 2012, Blue Foods struck an alliance with Mobikon that resulted in a bene�cial
journey for both the brands. Mobikon's data collection & storage tools & CRM services
have been an unfaltering asset to Blue Foods. The solutions comprised of:
�One single platform for customer data
I�n-store customer engagement & instant alerts
S� ingle outlet & collective performance report
I�ntelligent customer pro�ling & analytics
THE RESULT
�Spaghetti Kitchen increased response to campaign by 500% & achieved
11X ROI on Redemptions using Mobikon Campaign
B� ombay Blues captured an ROI of 16X through �We Miss You�, �Nacho Festival�,
�Sizzler Festival, �Friendship Day�& more such automated campaigns
O� ver 5,000 reviews collected each month
Q� uanti�able redemptions. Each review is worth INR 32
P� ro�led customer database of 224,267 diners
C� ustomized campaigns & offers (35% customers shared their birthday, 19%
customers shared their anniversary date)
N� et Promoter Score increased from 75 to 78with better review management
B� rand's average rating improved from 4.2 to 4.4with instant alerts on negative
feedback and better automated response
A� lliance with Mobikon extended from 12 outlets to 52 outlets
S� mart Referral Mechanism: 9% customers recommended the brand to friends/family
through Mobikon's Platform