Yum! Brands continues to enhance customers’ digital experiences
Yum! Brands is looking to enhance its customers’ online experience.
The quick-serve restaurant giant has selected Treasure Data as its customer data platform provider to help drive customer acquisition, growth and retention. The solution will drive more personalized digital interactions to Yum! diners by delivering the right offer offer at the right time, while driving greater profitability across its brands.
Many QSRs have unknown diners in their customer base, and being able to personalize marketing to them is important in order to increase brand loyalty and frequency. Treasure Data’s customer data cloud unify all first-, second- and third-party data, creating a single view of a customer across multiple brands. The data unification and enrichment are designed to help discover unknown audiences and will assist in achieving a centralized view of customer data across the Yum! Brands concepts.
“This is the latest advancement in our strategy to drive toward enhanced digital experiences and deliver exceptional value to our customers, as the company remains focused on our vision to have 100% of sales powered by digital,” said Cameron Davies, chief data officer, Yum! Brands. “Treasure Data’s state-of-the-art CDP solution brings unparalleled capabilities to unify, manage and activate customer data across our four brands and third-party platforms, empowering our ability to gain deep insights into customer behavior and preferences.
Powered by its global scale, Yum! Brands is investing in technologies that enable easy experiences for customers, easy operations for restaurant teams and easy insights to drive outsized growth. The company’s strategy is to build in-house, acquire or partner on technologies that provide a strategic advantage.
While Yum! is focused on owning the majority of its tech solutions, it does partner with select third-party tech providers such Treasure Data. This latest move will result in AI-powered predictions that enable the Company to engage with customers across its brands’ loyalty programs and personalize campaigns and experiences just for them, ensuring they receive the right offers at the right time.
“This CDP solution will enhance both our understanding and engagement with Yum!’s customers, ultimately driving more personalized and unique interactions,” said Davies. “We are excited to leverage our global scale to continue to make progress in the CDP space and unlock additional value while working with a company that shares our commitment to customer data safety, security and privacy.”
Yum! Brands, based in Louisville, Ky., and its subsidiaries franchise or operate a system of over 55,000 restaurants in more than 155 countries and territories under the company’s concepts: KFC, Taco Bell, Pizza Hut and the Habit Burger Grill.