Brinker International
Global Restaurant Chain


Brinker International engaged Softtek to implement a digital solution for managing franchise operations of Chili’s restaurants. The objective was to modernize existing platforms, enhance global marketing capabilities and integrate digital experiences, allowing restaurants to deliver a consistency, personalization and quality. Through a hub-and-spoke platform, the solution centralizes marketing assets and data collection for its 375 restaurants in 35 countries, while allowing global franchisees to deliver a consistent yet personalized and relevant dining experience.

Challenge

Unintegrated systems, technology platforms, databases and software & hardware.
Isolated digital experiences; varied franchisee expertise
Wide range of pricing between franchisees; long process to launch

Solution

Digital integration of all marketing tools and platforms
Global digital asset management
Global digital asset management; sales and usage analytics
Customer management thru automation marketing
Customer management thru automation marketing, rewards and loyalty
Wi-Fi and social in-store services
Wi-Fi and social in-store services
Franchise portal for campaigns and content management
Franchise portal for campaigns and content management
Mobile web, promotions and social; online ordering
Mobile web, promotions and social; online ordering

Results

Brinker and Softtek collaborated to develop and implement a cross-functional, cloud-based solution that enables global oversight and standardization of the guest experience, while allowing flexibility to accommodate local language and cultural requirements. The result: increased customer loyalty and enhanced marketing through relevant insights and data analytics.

 

Increased


customer loyalty

Globally


standardized digital guest experience

 

Marketing Powerhouse

600K


sends per month

2M


guest records globally

Effective


target marketing