RRD Drives New Ways for Quick-Service Restaurant Industry to Connect with Customers
Company Helps QSRs Maximize Salesforce Investment with Personalized, Multi-Channel Approach to Customer Engagement
R.R. Donnelley & Sons Company, a leading global provider of multichannel solutions for marketing and business communications, is helping quick-service restaurants (QSRs) leverage Salesforce Marketing Cloud to overcome business challenges and prove their value to current and new customers.
QSRs face numerous challenges today, including market saturation, changing customer desires, low awareness in new markets and stiff competition for foot traffic and loyalty. A July 2018 study by research consulting firm BRP revealed that less than half of restaurants meet customer expectations for factors like discounts and promotions, interactive digital content, and new technology – meaning brands must become more relevant to their customers.
To help QSR brands address these challenges, RRD designs data-driven, multi-channel communications for brands like Portillo’s, a fast-casual restaurant chain that specializes in Chicago-style food.
As Portillo’s expands across the United States, the brand needs to generate excitement and revenue in new markets. With the goal of engaging local customers before new stores open, Portillo’s and RRD created a targeted strategy to raise awareness, demonstrate the brand’s value to customers, and increase web and foot traffic to maximize revenue by location.
“Partnering with RRD Marketing Solutions has helped us effectively reach existing customers and new prospects through multiple channels – email, social media, our website and direct mail,” said Nick Scarpino, VP, Marketing and Public Relations, Portillo’s.
RRD’s strategic approach cleans and centralizes Salesforce data to create successful integrated marketing campaigns. With landing pages, coupons, printed invitations to pre-opening events and more deployed via Marketing Cloud, RRD created a personalized experience for Portillo’s customers, boosting interaction, increasing brand exposure and improving recognition for Portillo’s in new markets.
“To overcome industry challenges, QSRs must deliver the right message at the right time to current and prospective customers,” said Todd Thompson, Senior Vice President, Data, Insights and Customer Experience, RRD. “RRD leverages Salesforce Marketing Cloud to help brands become more valuable to their customers, using our proven process for campaign management, quality assurance and deliverability.”