Krispy Kreme UK recently teamed up with Takealytics, an independent market data provider that helps restaurants and stores to evaluate and optimise their performance across Deliveroo, Just Eat and Uber Eats.
As a new software provider that has only recently landed on the scene, Krispy Kreme is an early user of the Takealytics platform. They have plenty of first-hand experience and a really great story to tell about how this revolutionary data-collection tool is helping them take their UK-wide delivery operation to the next level.
We caught up with Jack Dickinson, Krispy Kreme’s Performance Manager, who talked us through some of the key benefits of using Takealytics and shared some valuable insights as to how the software proves to be a powerful tool for any business operating on-demand delivery via third-party platforms.
Why has Krispy Kreme UK chosen to use Takealytics?
We kicked things off by asking Jack why he and the team at Krispy Kreme UK chose Takealytics.
Krispy Kreme operates an on-demand delivery service via Just Eat, Deliveroo and Uber Eats. Whilst their delivery of freshly prepared doughnutty goodness has gone down a treat amongst UK customers, they wanted to delve deeper to uncover new opportunities for performance optimisation across their UK delivery division.
With over 435 touchpoints across the UK, as you can well imagine, Krispy Kreme has a lot of data to collect and manage. They wanted to capture a clearer picture on a more granular level, whilst feeling more connected to each of their stores. But in reality, they had no actual way of doing this and tracking and monitoring performance across hundreds of touchpoints, all in one place, all at one time, was proving to be challenging.
In order to move to the next level, Krispy Kreme required a system that was far more streamlined and reliable than anything they previously had in place. The team sought after an all-in-one platform that would gather and consolidate data from across their in-store and dark store network, as well as all three aggregators.
The solution needed to be smart, presenting accurate, reliable and up-to-date data that gave them the tools they needed to build and develop in both the short and long term. Takealytics’ solution has provided Krispy Kreme with everything they needed to do just that.
Here’s how it works
Takealytics is a highly sophisticated, dynamic and intelligent piece of kit. It has given Krispy Kreme the agility they needed to get down to the nitty-gritty and understand the full scale of their delivery performance.
It works in real-time, scraping and updating the information every 30 minutes. Performance data is collected at both store and platform level. This data is presenting a super slick dashboard, which is malleable and easy to navigate.
Tracking over 21 fields of information, the dashboard enables users like Jack, to filter and analyse metrics on a highly molecular level, giving a multidimensional view of their entire on-demand operation at any one time.
Data and filtering options available include:
- Store opening times and open status
- Average delivery time
- Keyword tags
- Product availability, performance and stock levels
- Menu items
- Indications of localised and platform issues
- Content coverage including missing hero images and descriptions
- Live promotions and promotion text
- Store information including address
What have the main benefits been so far?
Krispy Kreme has realised many benefits associated with using Takealytics software and, even within a short timeframe, already recuperated a return on their investment.
Takealytics enables Krispy Kreme to access their full estate in one place, providing a direct window into the customer-facing section of the delivery funnel.
At the click of a button, Krispy Kreme can zone in and find out exactly what the customers see across each store. Choosing from a range of data sets, they can whittle down to the specific metrics they wish to audit. This can include:
- Hero and product images
- Product and store descriptions
- Keywords and tags
- Promotions and offers
And this is really handy. Not only because it helps manage UK-wide brand consistency, but it also works to spot any missing or incorrect content.
For example, one of the first things highlighted when Krispy Kreme initially started using Takealytics was that their keyword listing on Uber Eats weren’t quite hitting the mark. Keywords, and using the right keywords, is a basic yet fundamental practice for ensuring that customers can find you online.
They realised that although they are the UK’s biggest doughnut provider, their Uber Eats keywords didn’t reflect this at all. They could spot and eradicate the issue faster than they ever could have before. Whilst this is low hanging fruit, it’s the kind of thing that Takealytics is really good at – helping brands make minor adjustments that make big differences to long-term performance.
A real-time view
Because the data is continually being updated around the clock it offers a bird’s-eye view of what is happening on the ground, making it easier to spot any issues as they arise.
Performance Managers like Jack can quickly and easily review a range of metrics including:
- Store opening times
- Average delivery times
- Stock levels
- The average delivery time in the area
Besides real-time reporting, the software also issues twice-weekly reviews. These up-to-date summaries are key for cascading information to the relevant teams. The provision of continual feedback has stimulated and realigned a sense of collective responsibility and put Krispy Kreme on a path to taking a far more systematic approach to managing delivery performance across all UK touchpoints.
Problem solving and optimisation
Accessing real-time store and platform metrics has proved beneficial for highlighting and rectifying any lag factors and stumbling blocks that may affect delivery performance.
For example, if a store is showing status as closed when it should be open, has low stock levels or an incorrect promotion showing, Krispy Kreme can jump into action and contact stores directly to support them in resolving any issues they may be having.
In the longer term, the dashboard enables the user to distinguish between highly rated and lower and middle-of-the-table rated stores. As anyone providing delivery via third party delivery aggregators will know, ratings are a significant KPI that directly correlates to delivery performance and revenue. With Takealytics, Krispy Kreme has been able to bring to attention and focus efforts on stores with lower ratings.
They can use the data to spot performance factors that relate to lower store ratings, thus finding the cause at root. From this, they can deduce key focus points, realign with KPIs and produce custom reports for each store, tuning data into highly targeted data-led feedback, team training and improvement opportunities.
For Krispy Kreme, it’s all about being on the same page. Providing tailored support for each of their stores has proven to be a far more resourceful and collaborative approach, whereby in-store teams have the confidence and know-how to improve their aggregator ratings and revenue.
More time to do
The beauty of Takealytics is that it does all the legwork for you. The data gathered is reliable and stores are matched across the three aggregators giving a complete version of the truth of what is going on across the entire estate at any one time.
For Krispy Kreme, this is a major upgrade. There’s no time-consuming research and data collection required, or need to compile data from multiple sources. It’s all in one place, ready to go. Reporting on their delivery performance has never been easier.
With less time spent finding problems in the first place and more time well spent making things better and focusing on the positives, Takealytics offers a refreshing approach to delivery performance management.
The software itself is easy to use and robust. It’s a highly dynamic toolkit that can be shared confidently with stores and regional managers who can collectively work together to implement growth and development strategies.
Campaign and promotion tracking
Krispy Kreme has also experienced significant benefits of using this software when launching promotions across multiple platforms and stores. Before using Takealytics, Krispy Kreme had no real way of promptly auditing how a campaign looked across 130 UK-wide stores. Takealytics enables you to check your hero images and promotions in an instance, giving a breadth of visibility.
And when it comes to launching new products, Takealytics steps up to the mark again. Because software enables you to check menu items across all stores, when Krispy Kreme launched their Summer Love Dozen range with Just Eat, they used the software to quickly and easily pull a report on the number of menu items across their stores to check that their new products had landed in each store.
Development and planning
Takealytics offers some really useful mapping tools, giving an in-depth insight into coverage across regional and local delivery areas that would otherwise be really difficult to identify. With this software at hand, Krispy Kreme can better understand their competitors and have more bounce to stay ahead of the curve.
The tool can be used for benchmarking and market research, helping to bring opportunities for future scaling and growth to the surface. This has given Krispy Kreme the confidence they need to be more agile with their marketing and make nuanced changes.
It has opened their eyes to new potentials and ‘what ifs’ and provided plenty of food for thought about how they can experiment with different approaches to their marketing at both UK-wide and regional level.
Interested to find out more about how Takealytics could help your business?
There’s no doubt about it, Takealytics have proved a highly valuable addition to Krispy Kreme’s on-demand delivery operation.
If you’re wondering what Takealytics could do for your brand, all you need to do is sign up to the FODD.network, and Takealytics will provide a FREE analysis of your business.
They’ll help you to gain an in-depth understanding of your delivery performance and identify opportunities to increase your cash generation via on-demand delivery.