Contents
RBI CRM Services Overview & Main Features
CRM Services is paid service RBI offers to support franchisee with the strategy and execution of CRM across the regions. To do so, we have identified a strong partner, Accenture Song who provides the expert technical & creative team while RBI support with the strong understanding of business needs and strategical guidance.
We have already successfully helped many franchisees with CRM, either helping on the set up or by providing a full services from implementation to strategy and execution
Main Features:
CRM Strategy Definition:
Creation of CRM calendar in alignment with the marketing calendar and ability to adjust based on results & business needs
Defined and implemented a growth methodology to increase sales impact based on the following pillars: Top of mind, Be relevant, Plan, test, learn & optimize
CRM Execution:
Develop & Implement guest journeys
Develop & implement ad hoc campaigns
Develop assets aligned with brand standards and legally compliance (copyrighting, design, HTML..)
QA new assets before sending to guest
Performance Measurement & Optimization:
Data driven approach to plan and activate content towards data driven, consumer-centric experiences vs campaign centric
Real time performances visibility and optimization
Standard KPIs tracking across markets to gather reliable benchmarks and ongoing learnings and insights sharing to optimize deployments
Why RBI CRM Services?
CRM has a clear and measurable impact on our guests, driving incremental sales for guests who are contacted from +5%-10%. Nevertheless, to achieve these results, proper execution is required: that’s why we have created RBI CRM Services, with the objective of supporting franchisee in the strategy & execution of CRM, with the following benefits:
More efficient use of resources:
By centralizing scarce, high demand capabilities like CRM skills we can absorb variable demand while reducing the FTEs required on the market side. The franchisee will only have to interact with the market interface team
Integrated Tool to facilitate easier Asset Approval and deliverables tracking. FZ’s Briefs fall into a Content Database where they keep a close eye on progress of Campaign Set-Up here, effectively tackling bottlenecks in the workflow
Cost & delivery optimization:
By consolidating demand, training processes, creating reusable assets (“build once, deploy many” library) and sharing learnings and best practices.
Assets produced by all markets will be available in a shared library for reuse
The library is organized by categories, and, with the tagging, you will find easy and simple to navigate and search
Sales impact measurement: Performances evaluation is standardized cross-markets and incorporates sales impact metrics
Deep Knowledge of Tech & CRM stack: Familiarity with the tech & CRM infrastructure: increases effectiveness while creating additional benefits for them to be part of the RBI ecosystem
[WIP] Onboarded Markets
Burger King Switzerland - Launched in
Market Mapping - Dec 24
Loyalty Sales Evolution
Contactable Sales Evolution
Q1 2025 Priorities
A/B test plan
Team:
Patricia Archer: Manager, Sales and Calendar
Catalina Balascau: Sr Analyst, Marketing, Direct Market
Burger King Germany - Launched in
Market Mapping - Dec 24
Loyalty Sales Evolution
Contactable Sales Evolution
Q1 2025 Priorities
A/B test plan
Team:
Gloria Fahnert: Associate, CRM
Mariann Reitz: Sr. Manager, CRM & Loyalty
Burger King Netherlands - Launched in Aug 23
Market Mapping - Dec 24
Loyalty Sales Evolution
Contactable Sales Evolution
Q1 2025 Priorities
A/B test plan
Team:
Carolina Milheiro da Costa: Sr. Analyst, Digital & Delivery
Ines Mirante: Analyst, Marketing, Direct Markets
Burger King KSA/UAE - Launched in Aug 24
Market Mapping - Dec 24
Q1 2025 Priorities
A/B test plan
Team:
Ahmed Natour
Mohamed Doughan
Kawthar Al Muallim
Aly El Gayar
Firehouse Subs Switzerland
Market Mapping
Q1 2025 Priorities
A/B test plan
Team:
Paula Dignoes Ricard: Manager, Marketing, FHS
CRM Team Structure
RBI Engagement Team
Anna Elleni: Sr. Manager, CRM & Digital Growth, International | aelleni@rbi.com
Pierre Saidy: LDP Analyst, CRM & Digital Growth, International | psaidy@rbi.com
Accenture Song
Governance
Guilherme Bighetti: Project Delivery Manager | guilherme.bighetti@accenture.com
Thais Macedo: Project Manager | thais.b.macedo@accenture.com
Execution
Victor Hugo: Data/BI Specialist
Marcus Lemos: CRM Operation Specialist
Marcio Chang: Designer
Felipe Grigoli: Copywriter
Guilherme Pereira: Web Developer
How do I get access?
Please contact RBI Engagement Team (aelleni@rbi.com, jecheverria@rbi.com) if you are interested in getting access to the Center of Excellence