Fast-casual Ohio-based US restaurant brand City BBQ has formed a partnership with customer data platform Bikky to drive growth.
The collaboration is part of City BBQ’s strategy to gain advanced guest insights to guide its growth plans and improve the overall customer experience.
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The partnership will enable City BBQ to track and analyse long-term customer behaviour, enabling it to assess the effectiveness of promotions, campaigns and menu changes.
A recent application saw City BBQ’s team using Bikky to evaluate the acquisition success of a month-long campaign celebrating its 25th anniversary.
Although the redemption rate was high, City BBQ was unsure if new members would return.
Bikky’s data, however, showed a higher return rate among new members.
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By GlobalDataCity BBQ’s chief brand officer Annica Conrad said: “I knew Bikky would be instrumental in helping us achieve our goals. Their robust data brings a whole new level of sophistication to our marketing, menu, and operations.
“Before Bikky the promotion would have been a one-and-done because we had no way to understand the long-term impact or if it was worth repeating.
With Bikky, we know for certain that it was an effective acquisition offer and we’ll likely run it again in the future.”
City BBQ leverages Bikky’s segmentation capabilities for more targeted communication and engagement strategies.
The brand now segments guests by location to track return rates and menu preferences at each of its restaurants.
City BBQ experimented with personalised ads based on guests’ most frequent orders, which has resulted in better return rates.
Bikky will also assist City BBQ in optimising its menu and operations by providing insights into guest preferences.
The restaurant brand claimed that the insights gained from its partnership with Bikky will provide a competitive edge as it continues to scale operations.
Bikky co-founder and CEO Abhinav Kapur stated: “We’re excited to support City BBQ as they scale to become the premier BBQ-focused fast-casual brand in the nation.
“They’re a clear leader in their category, and now at the forefront of how restaurant brands use customer data to grow traffic, frequency, and sales.”
In Januray 2025, Bikky partnered with another US-based fast-casual Indian restaurant chain, RASA, to offer deeper insights into its customer base and enhance guest experiences.
