WOWorks, the parent company of better-for-you restaurant brands, has adopted the SOCi co-marketing cloud platform to improve customer service.

The company is implementing SOCi’s platform for a total of six of its restaurant brands.

These restaurant brands include – Frutta Bowls, Barberitos Southwestern Grille and Cantina, Garbanzo Mediterranean Fresh, The Simple Greek, Zoup! Eatery, and Saladworks.

WOWorks has approximately 350 locations across the six restaurant brands.

The latest strategic move will enable franchisees to manage guest relations more effectively across social media, online listings, and reviews.

WOWorks said it places a strong emphasis on digital marketing to maintain online visibility and community engagement.

Through the integration of SOCi platform, WOWorks will help franchisees to consolidate their marketing efforts, fostering leadership in guest relations and ensuring comprehensive online support for customers.

WOWorks chief marketing officer Ted Asbury said: “We provide a variety of programs for franchisees to use and simplifying use and accessibility is always a priority.

“The implementation of the SOCi platform helps do both while empowering franchisees to take ownership of their local marketing efforts in making their own presence even larger in their respective market.”

The SOCi platform, which encompasses SOCi Social, Listings, and Reviews, will help the brands and franchisees to simplify the management of numerous consumer-facing digital channels.

This further ensures prompt and customised review responses as well as precise location information and engaging social content across all WOWorks restaurant brands.

Commenting on the partnership, SOCi chief customer officer David Marler said: “Managing digital marketing channels for a single multi-location brand can be a challenge in itself, but consolidation factor for companies like WOWorks, which operates multiple restaurant brands, is crucial as the channels start to add up to the hundreds and eventually thousands.

“Being able to address the needs of its guests across channels in one streamlined platform was a top priority for WOWorks team, and we are proud to help them take their guest relations to next level.”

In August this year, WOWorks announced the launch of its new ghost kitchen platform, called ‘WOW Kitchens’.