本文源引自Chris Wood在《Martech》2024年3月21日的刊文，采用中英双语排版，由ImmersiveTranslate提供翻译支持。
“We were looking for a seamless customer journey across all of our platforms,” said Heather Boggs, CMO for FSC Franchise Co., the parent company of Beef ‘O’ Brady’s and its sister company, The Brass Tap. “This included loyalty and menu — and when I say menu, that means the menus you see on beefobradys.com, but also on the mobile app and across our third-party partners.”
“我们希望在所有平台上实现无缝的客户旅程，”FSC Franchise Co. 的首席营销官 Heather Boggs 说道，该公司是 Beef ‘O’ Brady’s 及其姊妹公司 The Brass Tap 的母公司。 “这包括忠诚度和菜单 – 当我说菜单时，这意味着您在 Beeobbradys.com 上看到的菜单，也包括在移动应用程序和我们的第三方合作伙伴上看到的菜单。”
Family sports pub chain Beef ‘O’ Brady’s is building a unified customer experience for pickup, delivery and dining in. By managing these many moving parts within a single platform (or technically, two connected platforms for ordering and loyalty), the customer data also comes together.
家庭运动酒吧连锁店 Beef ‘O’ Brady’s 正在构建统一的提货、送货和就餐客户体验。通过在单一平台（或者从技术上讲，两个用于订购和忠诚度的连接平台）内管理这些众多移动部件，客户数据还走到一起。
Whether ordering on a third-party app like UberEats or DoorDash, or on Beef ‘O’ Brady’s mobile hub, customers will find greater consistency, along with relevant offers for their next online purchase or visit. There are currently 143 Beef ‘O’ Brady’s (affectionately known as “Beef’s” by the in-crowd) in 21 states.
无论是在 UberEats 或 DoorDash 等第三方应用程序上订购，还是在 Beef ‘O’ Brady 的移动中心上订购，顾客都会发现更高的一致性，以及下次在线购买或访问时的相关优惠。目前，Beef ‘O’ Brady’s（人们亲切地称为“Beef’s”）遍布 21 个州，共有 143 家。
Building a seamless customer journey
构建无缝的客户旅程
Beef ‘O’ Brady’s had some previous experience with the Punchh engagement and loyalty platform by software company PAR Technology. This year, Beef ‘O’ Brady’s began a partnership with PAR that includes implementing the Punchh loyalty platform and PAR’s MENU platform for ordering.
Beef ‘O’ Brady’s 此前曾使用过软件公司 PAR Technology 的 Punchh 参与度和忠诚度平台。今年，Beef ‘O’ Brady’s 开始与 PAR 合作，包括实施 Punchh 忠诚度平台和 PAR 的 MENU 订购平台。
Having the menu ordering data centralized, and connected with customer loyalty data, allows the franchise to test limited-time-only menu items and promotions targeted at specific customer segments. It also means that customers experience a consistent and seamless experience. The company’s marketing team can see where menu items are a hit in a specific market. They can also troubleshoot if there is a hitch in one of their digital channels or with a third-party delivery partner.
通过集中菜单订购数据并与客户忠诚度数据相连接，特许经营商可以测试限时菜单项目和针对特定客户群的促销活动。这也意味着客户可以体验到一致且无缝的体验。该公司的营销团队可以了解菜单项在特定市场的哪些地方受欢迎。如果他们的数字渠道之一或第三方交付合作伙伴出现问题，他们还可以进行故障排除。
Loyalty, personalized deals and insights
忠诚度、个性化交易和见解
“Loyalty programs are a big part of the restaurant business, so this allows us to build one-on-one relationships with customers,” said Boggs. “It really gives us a piece we might have been missing with our previous program, which is that data that we can get. It allows us to get those data insights, and personalize offers and rewards with individualized customers.”
“忠诚度计划是餐厅业务的重要组成部分，因此这使我们能够与顾客建立一对一的关系，”博格斯说。 “它确实为我们提供了我们之前的程序中可能缺少的部分，那就是我们可以获得的数据。它使我们能够获得这些数据洞察，并为个性化客户提供个性化的优惠和奖励。”
Insights that inform personalized guest experience include customer behaviors, purchasing patterns and if the customers have kids, which can lead to relevant offers.
为个性化宾客体验提供信息的洞察包括客户行为、购买模式以及客户是否有孩子，这可能会带来相关优惠。
These customer insights come from all touchpoints where the customer engages with a menu, including online and on the mobile app. PAR’s MENU platform, when combined with the Punchh loyalty program, unifies the data for loyalty customers so Beef ‘O’ Brady’s can send those relevant, personalized offers to the right customer.
这些客户洞察来自客户与菜单互动的所有接触点，包括在线和移动应用程序。 PAR 的 MENU 平台与 Punchh 忠诚度计划相结合，可以统一忠诚度客户的数据，以便 Beef ‘O’ Brady’s 可以向合适的客户发送相关的个性化优惠。
The insights are accessible by the marketing team through a dashboard on the Punchh platform.
营销团队可以通过 Punchh 平台上的仪表板获取这些见解。
“It gives us everything we need to know about our members,” said Boggs. “It actually goes into check-level detail.”
“它为我们提供了我们需要了解的关于我们会员的一切信息，”博格斯说。 “它实际上涉及到检查级别的细节。”
Servers at a specific location will ask on-site customers for a phone number to launch the loyalty experience which comes with the program, called Beef’s Rewards. This way the in-store experience mirrors the online experience, where customers log into their loyalty profiles or are given the option to sign up if they haven’t already.
特定地点的服务器会要求现场顾客提供电话号码，以启动该计划附带的忠诚度体验，称为“牛肉奖励”。这样，店内体验就可以反映在线体验，客户可以登录他们的忠诚度资料，或者可以选择注册（如果尚未注册）。
Having unified data around each loyalty program customer also allows the marketing team to build campaigns and promotions targeting specific customer segments.
拥有每个忠诚度计划客户的统一数据还允许营销团队针对特定客户群体开展活动和促销活动。
“I want to talk to the people who are moms or families in a different way than I’m going to talk to my regular who comes in and gets chicken wings and beer,” said Boggs. “The data can tell me the last time they came, how often they came, what’s their favorite item to order and things like that. It can allow me, when I’m putting together marketing campaigns, to target individual sets as best as possible.”
“我想以一种不同的方式与妈妈或家庭的人交谈，而不是与进来拿鸡翅和啤酒的常客交谈，”博格斯说。 “数据可以告诉我他们上次来的时间、来的频率、他们最喜欢订购的商品等等。当我组织营销活动时，它可以让我尽可能地针对个别群体。”
For March Madness, Beef ‘O’ Brady’s hopes to increase customer frequency through the program. Customers are offered a prize for making purchases during three or more March Madness tournament games.
对于“疯狂三月”，Beef ‘O’ Brady’s 希望通过该计划提高顾客频率。顾客在三场或三场以上疯狂三月锦标赛中进行购买即可获得奖品。
Unifying a fragmented ordering environment
统一分散的订购环境
Restaurants, like other businesses, have to reach customers where they are. For Beef ‘O’ Brady’s this means a presence on third-party ordering apps in addition to its owned channels. This roster of third parties gets more complicated in some rural markets, where major delivery apps might not offer service.
与其他企业一样，餐馆必须接触到顾客所在的地方。对于 Beef ‘O’ Brady’s 来说，这意味着除了自有渠道之外，还会出现在第三方订购应用程序上。在一些农村市场，第三方的名单变得更加复杂，主要的送货应用程序可能不提供服务。
Before the partnership with PAR, Beef ‘O’ Brady’s used a separate ordering platform, ItsaCheckmate, which would receive all orders from third parties and push them to the restaurant chain’s point of sale. With PAR’s menu platform, now all orders are integrated with the menu in a unified platform. This is possible due to PAR’s integrations with the ordering apps, most recently with DoorDash.
在与 PAR 合作之前，Beef ‘O’ Brady’s 使用了一个单独的订购平台 ItsaCheckmate，该平台将接收来自第三方的所有订单并将其推送到连锁餐厅的销售点。有了PAR的菜单平台，现在所有订单都与菜单集成在一个统一的平台中。这是可能的，因为 PAR 与订购应用程序集成，最近与 DoorDash 集成。
“By integrating with PAR’s MENU Link, orders placed on DoorDash are automatically processed and synced with the restaurant’s POS system, eliminating manual order entry and reducing errors,” said Savneet Singh, President and CEO of PAR Technology Corp. “Restaurants can centrally control menu offerings, pricing and availability across platforms like DoorDash, ensuring consistency in the customer experience.”
PAR Technology Corp 总裁兼首席执行官 Savneet Singh 表示：“通过与 PAR 的 MENU Link 集成，DoorDash 上的订单将自动处理并与餐厅的 POS 系统同步，从而消除手动订单输入并减少错误。餐厅可以集中控制菜单跨 DoorDash 等平台的产品、定价和可用性，确保客户体验的一致性。”
“We were already partnered with DoorDash, so it was great that [PAR Technology] is also partnered with them — we just enhanced that partnership that we had,” Boggs said. “It’s been really good and seamless from that side of the business.”
“我们已经与 DoorDash 合作，因此 [PAR Technology] 也与他们合作真是太好了——我们只是加强了我们之间的合作关系，”博格斯说。 “从业务的角度来看，这真的很棒而且无缝。”
“We’re able to manage the regular white-label online order offering, as well as all the third parties, all in one place,” said Jason Saposnik, vice president of IT for FSC Franchise Co.
FSC Franchise Co 的 IT 副总裁 Jason Saposnik 表示：“我们能够在一个地方管理常规的白标在线订单服务以及所有第三方。”
MENU builds menus MENU 建立菜单
Because the MENU platform is centralized, it allows the marketing team to build consistent menus and branding across all touchpoints, including third-party apps. The team can control product images and descriptions as well as pricing across all digital channels.
由于 MENU 平台是集中式的，因此营销团队可以在所有接触点（包括第三方应用程序）上构建一致的菜单和品牌。该团队可以控制所有数字渠道的产品图像和描述以及定价。
“The big benefit is the time-savings and efficiency that comes with configuring products and pricing and location availability (of products) — we can do that across all channels, all at once,” said Saposnik. “It also gives us a consolidated view of all those ordering channels, so if there were a potential issue with any of them, we are alerted to it right away without having to go to those third-party sites and portals.”
“最大的好处是配置产品、定价和位置可用性（产品）所带来的时间节省和效率——我们可以在所有渠道上同时做到这一点，”Saposnik 说。 “它还为我们提供了所有这些订购渠道的综合视图，因此，如果其中任何一个渠道存在潜在问题，我们会立即收到警报，而无需访问那些第三方网站和门户网站。”
“Restaurants are dealing with disparate technology stacks, disconnected customer experiences, low operating margins and difficulty providing an excellent guest experience,” said Singh. “PAR Technology’s system directly addresses these pain points by providing a unified commerce solution with an open API designed for the restaurant sector.”
辛格表示：“餐厅面临着不同的技术堆栈、脱节的客户体验、低运营利润以及难以提供卓越的顾客体验等问题。” “PAR Technology 的系统通过提供统一的商务解决方案以及专为餐饮行业设计的开放 API 来直接解决这些痛点。”
PAR Technology’s solutions are aimed at enterprise-level restaurant chains and multi-unit operators, according to Singh. Recent adopters include Hooters of America and Insomnia Cookies.
Singh 表示，PAR Technology 的解决方案针对企业级连锁餐厅和多单位运营商。最近的采用者包括 Hooters of America 和 Insomnia Cookies。
