Delivering value to the restaurant industry through
predictive analytics

Restaurants

The Forrester Wave™: Marketing Measurement and Optimization, Q3 2023. LEARN MORE
The 2024 Gartner® Magic Quadrant™ for Marketing Mix Modeling Solutions. LEARN MORE

The Forrester Wave™: Marketing Measurement and Optimization, Q3 2023. LEARN MORE

The 2024 Gartner® Magic Quadrant™ for Marketing Mix Modeling Solutions. LEARN MORE

Optimizing Marketing ROI, Menu Pricing and Operations

Investments to Drive Guest Count and Profit

Across the restaurant industry, from casual dining concepts to fast casual, to specialty restaurants and QSR, marketers are struggling to answer critical business questions. MMA is helping marketers and finance professionals from the largest global brands in the restaurant industry address these challenges and deliver significant incremental value to their business by establishing ongoing marketing mix modeling and pricing analytics capabilities.

Read the Subway Case Study

Marketing Mix Models as a Solution for Restaurants

MMA’s marketing mix modeling and pricing analytics solutions are helping restaurant executives address their key high-value questions:

How much to invest in marketing and advertising to achieve guest count & revenue goals?
How to compare the ROI of each marketing vehicle & campaign to operations initiatives?
What is the optimal mix of marketing investments to maximize guest count and revenue by day-part and customer segment?
How to improve the effectiveness and efficiency of each investment?
Which promotions are most effective? How to support these promotions with marketing vehicles?
What is the right balance of traditional, digital and social media?
How to capitalize on the interactions across vehicles (e.g. TV driving Search behavior)?
What is the role of digital and social media?
How does marketing’s impact vary by format, location and demography?
What is the impact of operations factors (staff incentives, menu changes, gift cards, customer satisfaction, restaurant count, labor hours, pricing, renovations and reformats, etc…)?
What is the impact of external factors (weather, competition, macroeconomic, etc…)?
What if you change the strategy for next year? How will that impact guest count and profit?

Client Successes

Improve Business Performance through Marketing ROI Optimization

“Unified Marketing Measurement is a critical capability within the automotive industry for OEMs to capture the complex and diverse array of business drivers, including marketing, incentives, operations, economic, competition and consumer, to enable accurate measurement of incremental sales across our portfolio brands. This solution provides predictive actions that we can implement, track, and validate against true business impact.”

Jon Francis | Former Chief Data & Analytics Officer, General Motors

Measured Marketing Effectiveness in a Holistic, Accurate and Globally Manner

Marketing is rightly being held more accountable for true business outcomes across both the short and long term, and that involves connecting multiple complex and siloed datasets for truly holistic analytics. Doing so has allowed us to budget more effectively, forecast future outcomes and track true marketing effectiveness in order to optimize our investment choices across markets, campaign types and channels.

Andy Pilkington | Global Head of Planning, Media & Analytics, Volvo

Accelerated Profitable Brand Growth at McCormick

Ipsos-MMA consistently delivers robust measurement that enables us to build better media plans that drive higher ROIs, expand measurement in critical areas such as retail media and other emerging tactics, and has provided the support needed to increase media investment and drive business results.

Ramesh Moorthy | Global Strategic Growth Management, Senior Director, McCormick

Empowered Cross-functional Teams to Optimize Commercial Investments

By connecting diverse data and analytics to provide a common foundation for insights, we are empowering cross-functional teams to optimize commercial investments in a synergistic manner, predict future outcomes and continuously track, validate and recalibrate plans using faster, more accurate and more holistic analytic results reflecting the latest consumer, market and business dynamics.

Arvind Balasundaram | Executive Director, Commercial Insights & Analytics, Regeneron

How Nationwide Modernized Its Marketing Mix Model

Because brand health is so integrated with our unified measurement program, we can also show how changes in brand health metrics impact business performance, which is a beautiful thing.

Jamie Byrum | AVP of Marketing Data, Analytics, and Research, Nationwide

Prudential Turned Marketing Measurement into Real Impact

Marketing changed the paradigm so that they are not viewed as a cost. It never should be. It should always be viewed as a very powerful investment, as part of our growth journey.

Caroline Feeney | Global Head of Retirement and Insurance, Prudential Financial

Maximizing ROI Through Unified Measurement

In collaboration with Meta and Ipsos MMA, we were able to leverage advanced MMM solutions to uncover unprecedented insights into our Meta strategies. This innovative approach empowered us to maximize our Meta ROI through optimizing budget allocation across the entire funnel, strengthening our brand campaigns and elevating creative quality and messaging. This partnership has not only informed our strategic direction, but also strengthened our data-driven decision-making culture at Volvo.

Paul Appelqvist | Global Head of Media Execution, Volvo Cars