Dave’s Hot Chicken, a Nashville-style hot chicken franchise based in Los Angeles, has tapped Bikky, a customer data platform for multi-unit restaurants, to track customer analytics across its 150 locations. The chain is gaining a better understanding of how decisions made in the boardroom directly impact customer behavior and as a result, increase revenue, said Brad Haley, CMO of Dave’s Hot Chicken.
“Having the data and analytics from Bikky as an evaluation and prediction tool is game-changing,” he said in a company press release. “We can now validate whether our tests are accomplishing our goals for customer acquisition and retention, which allows us to launch new initiatives while mitigating the usual risks associated with doing so.”
In an effort to attract customers and drive repeat visits, Dave’s Hot Chicken is utilizing Bikky’s platform to measure the performance of potential menu items including a recent launch of its cauliflower offering referred to as Dave’s NOT Chicken. With launches, Bikky provides menu item analytics to help the chain understand how new menu items affect everything from customer acquisition to churn and average ticket size. This type of deep understanding of the customer was impossible prior to working with Bikky. The platform immediately increased its identification and reporting on customers from just 10% to over 90%, according to the release.
In a world where most dining is evolving in avenues happening away from the restaurant, finding innovative ways to gain knowledge on customer preferences is essential to success. It’s projected that the online food delivery market will grow to $4843.9 billion by 2032 — a 12% increase per year from 2023-2032 — according to Market.us. This means that the mass of data that brands are gaining from delivery services will only increase in the coming years, and Dave’s Hot Chicken is at the forefront of this shift, making the most of that data via Bikky to guide important consumer-first determinations, Abhinav Kapur, co-founder and CEO of Bikky, said in the release.
“Dave’s Hot Chicken is embracing a data-driven approach to menu testing that was unfathomable just a few years ago,” he said in the release. “The Bikky team is proud to be the analytics partner of choice across Dave’s Hot Chicken locations throughout the US, helping them make data-driven decisions that improve profitability and the customer experience.”
