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Smart Data Leads to New Insights for Tropical Smoothie Cafe

tsc mike coverPeople are hungrier than ever for data. Collection efforts have amped up and businesses love to amass as much information as possible on their customers. A recent Franchise Update Magazine article highlighted the top franchise brands doing this effectively, with Tropical Smoothie Cafe’s CEO, Mike Rotondo, making the cover. Rotondo shared how the brand uses data to engage with customers and drive new decisions.

Recently, Tropical Smoothie utilized data from their popular rewards app to innovate specific menu items. The brand was looking to make a change in their menu, so they went straight to the app for customer data. They were able to pull a sample of loyal smoothie customers, to build a blind taste test of 50 people to try a new smoothie recipe. A task that would have required months of planning and testing previously, took mere days.

“The mistake people make is that they look at the data, but they haven’t honed in on what is the question,” Rotondo said. “Before you go get the data, make sure everyone is aligned on what the problem is you are trying to solve, what the question is you are trying to answer. Sometimes that is a step that gets missed.”

Companies can use data to make better site selections, predict potential successes, and improve operations. Tropical Smoothie Cafe is a shining example of a brand that understands what you do with the data matters more than just having it.

Read the full article here.

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