Technology

Robeks taps Bikky to track customer data

Photo: Robeks

July 31, 2024

Southern California-based Robeks, which has over 100 locations serving smoothies, juices, acaí bowls and toast, has tapped Bikky, a customer data platform built for multi-unit restaurants, to help measure customer data.

"A customer data platform is a must-have in today's environment," Robeks President and CFO David Rawnsley said in a company press release. "The business has shifted from one or two channels to now five or six. You're falling behind if you don't have the right data and tools to understand guests across those different channels."

Robeks has grown comp sales by over 40% since the pandemic, and it must understand how the menu, marketing and operational efforts impact guests, said Bikky co-founder and CEO Abhinav Kapur.

"The restaurant industry is in an extraordinary state of flux," he said in the release. "Costs, competition and consumer preferences are all rapidly shifting. The winners will be those brands that can successfully use data to drive incremental sales with every marketing, menu and operational decision. We're honored to partner with Robeks as they look to sustain a best-in-class guest experience and superior financial performance."

With access to its guest acquisition and retention data, Robeks may pinpoint the relationship between marketing and operations in different markets and how factors impact sales. Noticing new guest traffic was softer than expected in one expansion market, the brand shifted resources to paid media, direct mail, and other awareness-building activities at the local level.

The data also informs how Robeks approaches menu development. For example, the chain can measure the impact of recent launches — Avocado and Nut Butter toasts — on guest acquisition and average check and how changes to core ingredients in its popular açaí bowl line impact frequency.

"The number of analyses that you can run with the click of a few buttons is extremely powerful," Rawnsley said. The more education we have about our decisions, and the more we assess their outcomes, the more likely we'll be able to make the best decisions in the future."