Business Goal

RBIberia operates multiple brands: PLK ES, BK PT, BK ES and TH ES. They currently use a marketing opt-in strategy that consists of asking new guests to accept marketing communications across all RBIberia brands, instead of individual brands. For example, guests who signs up with PLK ES and opt-in for marketing communications should receive emails from any of the RBIberia brands.

Conversely, if a guest decides to opt-out of marketing communications, that should happen for the specific brand only. Reusing the example above, if the same guest opts out of marketing communications from PLK ES, they should still be opted in for BK PT, BK ES and TH ES.

Overview

This diagram shows an example scenario of guests signing up with PLK ES and is intended to clarify scope of requirements across brands and systems. It is not meant to indicate a solution of how the opt-in settings will be shared across brands and systems (there will be a separate document for that).

Scenarios

Requirements summary

• When a guest signs up for any RBIberia brand and opts in to marketing communications, the opt-in status should be applied to all RBIBeria brands: PLK ES, BK PT, BK ES and TH ES

• When a guest opts out of marketing communications for a given brand, that guest should remain opted in for other brands

• Opted in status must be reflected in, and possible to change from, the RBI Admin Tool

• Opted in status must be reflected in, and possible to change from, Salesforce Service Cloud for Tim Hortons only. It is not required for other brands, since these will use the RBI Admin Tool instead

• Opted in status must be captured separately for email and push communications, regardless of how many checkboxes guests use to opt in (this is already the case).

Assumptions

• The requirements above will lead to an increase of costs with Braze, since each guest will be added to different brands (while they may not be registered with, and making purchases from, ohers brands)