Eat’N’Go: Staying connected to customers with SMS

Challenge:

Eat’N’Go Limited is a Nigeria-based quick service restaurant (QSR) group that is the lead franchisee for three well-known US fast food brands: Domino’s Pizza, Cold Stone Creamery, and Pinkberry Frozen Yogurt. Since starting operations in the West African country in 2012, the group has seen continuous growth, making it one of Nigeria’s fastest-growing companies.

The business traditionally leveraged various communication channels for direct marketing purposes. The business primarily used SMS to send promotional messages to its two million customers – aiming to increase in-store conversions and sales.

They realized it had very little information about individual customers. They also had no insight into its SMS messaging delivery rate and saw a low conversion rate with the number of messages it was sending. This drove up costs, resulting in a low Return on Investment (ROI). The group acknowledged it would need to deploy a better communication platform to address these issues, which ultimately negatively impacted its revenue and bottom line.

Solution:

The company consulted widely to determine which technology company could deliver a solution to address its challenges. The consensus was that Infobip Africa would be the best choice.

Infobip’s proposal included a successful trial of its SMS solution that ran for several weeks. It was delivered to Eat’N’Go in 2015, which immediately addressed many of their identified challenges.

Most significantly, Eat’N’Go realized that of the two million messages it sent to its customer base, it only saw a 50% delivery rate – an expensive and inefficient exercise. By providing more significant insights into the behavior and preferences of the customer base, they could now send personalized SMS via Infobip to target customers who were more likely to result in conversions.

After some time, Eat’N’Go decided to improve its messaging platform even further, and Infobip Africa was again contracted to deploy a complete CRM system with SMS capabilities in 2019. This provided even deeper segmentation and insight into Eat’N’Go’s customer base, allowing the group to send personalised offers and promotional messages aligned to individual customers’ preferences and spending habits.

Result:

The CRM system and SMS for Business platform transformed how Eat’N’Go communicates with customers, resulting in better conversion rates, improved ROI and lower costs.

It also provided an improved customer experience through relevant messaging aligned with each customer’s unique preferences. Ultimately, the solution helped Eat’N’Go achieve its goals to boost revenue and profitability.