Fast Food Industry Case Study

Introduction

A leading fast-food franchiser found the Hispanic consumer was a growing segment of their customer base, yet they weren’t staffed effectively to meet the demands of these consumers. They needed to develop an effective way to serve their growing Hispanic clientele and increase their overall sales.

The Challenge

The fast-food franchiser relied on individual stores to receive and process their orders. As a result, the employees were not consistent in informing customers of specials or offering them additional items to purchase. If customers called during peak times, the up-sell was often missed. In addition, the fast-food franchiser also began serving a growing Hispanic demographic. However, communication with their increasing Hispanic market proved difficult if the customer calling didnot speak fluent English. Both situations presented a challenge: lack of time to inform customers of specials and additional offerings, thus missing additional revenue and a staff that was not equipped to communicate with a growing consumer segment.

Solution

The fast-food franchiser needed to provide consistent customer service for all incoming calls, including their Hispanic consumers. They reached out to Centris for solutions. The fast-food franchiser had never worked with an outside partner to assist with their order taking.

They were impressed with what Centris brought to the table:

• Bilingual Customer Service: Centris created a sales channel for Spanish customers that did not previously exist. Centris’ bilingual contact centers were able to communicate clearly and effectively with Spanish and English-speaking customers.

• Created a new profit center: Partnering with Centris to provide Inbound sales support created a new profit center for the company that they could offer their franchisees.

Summary