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Use Case

FUTURE-PROOFING THE QSR BUSINESS WITH ROBUST ECOMMERCE FUNCTIONALITY
CUSTOMER PROFILE:
  • Industry: Transportation & Hospitality
  • Service portfolio: Quick Service Restaurant
  • Headquarters: Buenos Aires, Argentina
  • Brand Presence: Latin America and the Caribbean
  • Employees: 80,000+
  • Operates or franchises more than 2,200 restaurants
  • Serves more than 4.3 million customers daily
CHALLENGES
  • The limitations of existing ecommerce platform hindered the company’s ability to scale
  • Lacked personalization and customization capabilities
  • Lacked functionality to offer better customer experience
OBJECTIVES
  • Establish a CENTRALIZED ECOMMERCE PLATFORM for LATAM
  • Increase AVERAGE ORDER SALES
  • Enhance OPERATIONAL EFFICIENCY
  • Expand the brand’s ECOMMERCE PRESENCE throughout LATAM
  • Grow ONLINE REVENUE
  • Boost the brand’s GLOBAL VISIBILITY
SOLUTION
  • Implemented Salesforce Commerce Cloud based on a shared core code-base Reference Application (Ref App) to enable site-to-site code reuse and quick global online expansion.
  • Integrated Google Tag Manager with Salesforce Commerce Cloud with the help of Customer Behavior Tracker. This solution enables the QSR marketing team to gather insights on user behaviors for their multiple menu options and daily promotions.
  • Provided a rapid integration between Salesforce Commerce Cloud and Mercado Pago, the leading payment gateway for online sales throughout LATAM, using Integrator for Mercado Pago.

  • Implemented dedicated QSR capabilities, including:

    • Multilevel e-structure for product bundles that allows customers to add/remove items from a product; replace items in a combo; show/offer products during fixed time periods; provide prices, offers, promotions and catalog per store; support multiple countries/languages.
    • Customized food selections: Customers can customize their order with the option to add extras to an item.
    • Coupons and promotions: Allows restaurants to offer coupons for special pricing and limited-time promotions.
    • Multiple order pickup and delivery options: delivery to table, delivery to counter, delivery to parking (curbside pickup), delivery to drive-thru, home delivery.
RESULTS

By leveraging Salesforce Commerce Cloud, the QSR chain now can expand consumption options and scenarios for their customers. With a new multichannel digital platform, the company has opened a new sales channel with customers starting the purchase digitally and finalizing it directly at the physical restaurant. This helps reduce contact or crowding in times of the pandemic.

Our flexible and scalable solution allows the quick service restaurant franchisee to enhance operational efficiency, expand their ecommerce presence throughout LATAM and gain global brand visibility. By offering their customers an easy, quick, and safe way to purchase and establishing a direct relationship with customers, the QSR now gets behavior insights and has better control of the brand experience.

New customization capabilities enabled the QSR to increase their online revenue, average order sales and AOV.

TECH STACK
SF commerce cloud
Customer Behavior Tracker logo
THIS SOLUTION MAY BE RIGHT FOR YOU IF YOU:
  • Want to roll out globally
  • Want to streamline and personalize the customer experience
  • Want to have an easy way to expand your ecommerce presence to other countries
  • Want to allow your customers to customize products
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