Papa Johns UK faced a unique challenge in empowering their franchise owners to leverage the sophisticated marketing technology of Braze’s CRM without overwhelming them with its complexity or risking exposure to sensitive customer data from other franchises. The primary goal was to devise a solution that was straightforward, efficient, secure, and tailored to the needs of individual franchisees.
ConsultMyApp (CMA) developed a bespoke marketing platform that integrated seamlessly with the Braze API. This platform was specifically designed to enable franchise owners to utilize essential messaging tools without the need to navigate the complex Braze interface directly.
Key Features of the Custom Platform:
Ease of Use: The platform simplifies the creation and deployment of marketing campaigns through a user-friendly interface. It includes four easy steps to launch a campaign, utilizing pre-built templates, scheduling tools, quiet hours settings, and advanced audience targeting. The intuitive design minimizes the need for extensive training, making it accessible for franchise owners with varying levels of tech-savviness.
Data Security and Compliance: With a strong focus on data protection, the platform ensures that all customer information is secured and no personal data is stored locally. By integrating Braze’s Connected Audience Object, the solution maintains high standards of data security and compliance. Additionally, the use of Snowflake for advanced analytics allows for deep insights while safeguarding customer privacy.
The deployment of the custom marketing platform marked a significant milestone for Papa Johns UK:
Rapid Development and Deployment: The platform was built and launched within four months, significantly faster than industry competitors who have taken years to develop similar solutions.
Operational Success: Over 400 stores activated the platform, enabling them to engage effectively in data-driven local store SMS marketing.
Financial Impact:
Transaction and Revenue Uplift: The platform contributed to a 1.5% uplift in SMS transactions and a 3% uplift in SMS revenue year-over-year.
Engagement Rates: The SMS click rate achieved was 16%, surpassing the Quick Service Restaurant (QSR) industry benchmarks.
Campaign Volume and Reach: Franchisees created over 2,400 campaigns, delivering more than 5.8 million SMS messages, demonstrating the platform’s robust capability and scalability.
