FACES: Gaining a Unique View of Our Customers

By Joel Friedman  |  Posted 2010-04-05 Print this article Print

FACES: Gaining a unique view of our customers

FACES enabled us to gain greater insights into our customers in an efficient, non-intrusive way. For the initial project, we selected four restaurant locations to implement FACES. The consumer survey includes 10 questions regarding from where the customer originated and where the customer is heading to next.

Questions also include items such as the customer's spending patterns and frequency of visits to Shoeless Joe's. After rolling out FACES, the new survey process was so successful that we decided to implement it in all of our locations.

At some point during their visit, our patrons are interviewed by one of our employees using a customizable survey. On busy nights, one to two staff members are responsible for going table to table and facilitating the survey using the electronic mobile device. The questionnaires help us to capture customer data more quickly and efficiently with digital technology-electronic handheld devices, PDAs or smartphones.

With FACES, we can routinely make adjustments to our survey questions, enabling us to keep our target customer profile up-to-date and readily available when making important decisions (such as where to open a new restaurant or where to aid in local marketing efforts).

Working with PBBI, Shoeless Joe's has the tools to analyze the competition, gain a better understanding of its target customer, and carefully evaluate potential areas for expansion. PBBI also enables FACES to geo-code the customer's point of origin using a Canadian post code or point on a map, drill down into the neighborhood level, and generate an in-depth customer profile based on lifestyle characteristics and demographic attributes.

Joel Friedman is Senior Vice President of Franchising at Shoeless Joe's. Joel also serves on the CFA's Ontario Associate Committee. Prior to joining Shoeless Joe's, Joel worked with Prime Restaurants in a variety of roles including senior sales, strategic development and non-traditional channels. While at Prime, Joel was responsible for developing new franchise ownership strategies for all restaurants franchised by Prime Restaurants (Casey's, East Side Mario's and Prime Pubs). Joel was responsible for new franchise deals, establishing and improving existing processes, and was the point of contact for banks on all financing. Joel was also a member of the corporate brand development committee and the approval board. He can be reached at jfriedman@shoelessjoes.ca.

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