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Introduction

Over the last 4+ years, RBI has developed a cross-brand platform for The platform covers the main digital channels that our guests use, namely:

1. Website

2. App

3. Kiosk

The platform It is cross-brand and cross-channel, meaning that the all brands and markets have access to the the same features, UI/UX and Content Management System (CMS) is the same for all.

In addition to that, RBI has also partnered up with 4 CRM partners which seamlessly integrate with our platform to provide you a next level experience of customer engagement: mParticle, Braze, Amplitude, Branch.

Features

Generally, any feature we develop developed is available for all our channels and brands. For example, if we the teams develop the option for guests to add restaurants to a favorite list, that functionality will be available for both website and app, and for all markets.

Content Management System

Moreover, we have a the centralized Content Management System , meaning means that all content for all channels can be managed through one CMS. For example, if you’d like to change the description of one of your menu items, you log into our the CMS and change it once for all our the channels - website, app and kiosk. All menu items, marketing tiles, coupons, static pages, etc. live in the same place and only need to be configured once.

RBI’s CMS is called Sanity, and you will read a lot more about it in this guide.

User Experience

The UX is also the same across all platforms, meaning that customer journeys and the user interface overall behave in the same way. That’s very helpful for customers, since they get a consistent experience and are familiar with the operation of all our the digital channels.

That also means that guests' accounts are cross-channel: when a guest creates an account, it is accessible through both the desktop website and our apps, apps, and kiosk. For you, this means access to all digital customer’s interactions, and the possibility to retarget guests for behaviors in different channels.

CRM

RBI has selected 4 state-of-the-art CRM partners. While this guide will not focus on using each of the tools, here is a quick description of each:

1. mParticle - collects all the customer’s data and events, and distributes them across many other connected platforms, such as the below CRM tools, but also Google Analytics, Facebook, whatever platform you decide to feed with marketing data.

2. Amplitude - receives the data from mParticle to provide resourceful analytics. This is one of the most comprehensive analytics tools made available, and allows you to create, store and share different analytics KPIs.

3. Braze - receives the data from mParticle to provide you with a customer engagement platform. It allows you to create marketing campaigns for email, app notifications, app modals, etc. The idea is to attract customer’s back with this tool.

4. Branch - receives the data from mParticle to provide you a deep linking and mobile attribution platform.

Common terms and acronyms

Throughout this guide, we might use certain acronyms or terms which we’ve summarized in the table below.

Contents

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