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Five Guys gets social with fries

BY Dan Berthiaume

Lorton, Va. – In order to quickly detect customer service problems and quantify customer requests, Five Guys Burgers and Fries has implemented social intelligence technology from newBrandAnalytics (nBA). Using nBA solutions, Five Guys monitors social media chatter to help the company implement operational changes and improve engagement with customers. Five Guys also leverages the technology to gauge interest in potential new menu items.

For example, when Five Guys was recently considering introducing a smaller size French fry order based on customer requests, the company was not sure if demand was widespread enough to provide ROI on the item. According to Five Guys public relations official Molly Catalano, Five Guys employed nBA technology to monitor social media commentary and determine that in fact there was widespread demand for a smaller French fry option.

“With nBA’s insight we could see that the desire for a smaller fry was spread widely across many markets and demographics, so we decided to test what we called the ‘Little Fry’ in a variety of markets,” said Catalano. “The test went really well in all the target markets and, as a result, we rolled out the ‘Little Fry’ system-wide. The feedback loop continues through social media and we have actually gotten almost nothing but positive feedback from our customers. They are so happy that we listened and that we’re offering the little fry now, which truly feels like a big win for us.”

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Lands’ End: Parents will spend up to $100 for first day of school outfit

BY Dan Berthiaume

Dodgeville, Wis. – Spending for back-to-school apparel looks strong this year, with more than 95% of parents willing to spend up to $100 just on an outfit for the first day of school. Results of the Lands’ End 2013 Back to School Survey also indicate 92% of parents say a backpack is the single most important back-to-school item for purchase this year.

In addition, most parents get their back-to-school shopping information from friends (30%) or company websites (26%). Somewhat surprisingly, 64% of kids surveyed said that shopping is their favorite part of getting ready for the first day of school.

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Kwikee launches research platform

BY CSA STAFF

PEORIA, Ill. — Kwikee, a leading provider of free product images as well as nutrition and ingredient information, has created an application programming interface for retailers and e-commerce developers that need information for consumer products.

The Kwikee API will provide companies with a trusted source of accurate product information and images from the thousands of brands who pay for their product content to be represented in Kwikee’s database.

"Consumers actively research nutrition information, allergens and ingredients online and on their mobile devices, and there is concern that some information is either inaccurate or out-of-date," said Randy Burd, Kwikee product manager. "When considering dietary restrictions, it is critical for consumers to be presented with reliable information."

Kwikee helps consumers research the product information they need about food, beverage, health and beauty and personal care products. Kwikee works directly with brand owners such as Coca-Cola, Kraft Foods, Unilever, L’Oreal and ConAgra to collect and aggregate product information found on the most recent version of product packaging.

Since the collection of the product information is funded by brand owners, many companies are eligible to receive the API free.

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