Spizza banks on the power of social listening
Since launching its first pizzeria in Club Street in 2002, one of Singapore’s trendiest dining districts, Spizza’s aim has always understood that the culinary fascination with discovering incredible food experiences lies at the very heart of Singaporean culture. This understanding has allowed Spizza’s CEO, Olivier Dyens, to expand the brand’s presence in Singapore’s growing casual dining scene. With a suite of dining outlets in four locations, along with two takeaway stores, Spizza caters to the busy lifestyles of their customers, who can opt to have meals conveniently delivered to their doorstep via the brand’s mobile app, ordering portal or delivery hotline.
In the era of social media, brands have a myriad of opportunities to not only engage directly with their customers, but also gain a competitive edge from the insights generated by social listening. In the restaurant sector, nothing could ring truer. User generated reviews and images of delectable dishes perpetually flood social media feeds thanks to the full-blown obsession to share foodie experiences online. But sifting through and creating meaning from the gamut of social data is not an easy task.
The Challenge
One of the main challenges Spizza faced stemmed from catering to a diverse customer base and spotting the influential voices in the crowd. Millenials who dine at Spizza would be more likely to be responsive to digital offerings whereas older customers, who may not have been as active online, could have represented the brand’s loyalists. This made it difficult to effectively formulate strategies that target different customer groups on social media.
Many businesses in the food service sector have not traditionally invested in analytics to better understand the preferences and needs of their customers. Not to mention the ability to efficiently address feedback online.
“As a pizzeria dedicated to baking on order, it is important for us to keep as up to date as possible on customer feedback. Local Measure has provided us with a holistic view of what our customers are saying, when they’re saying it and where,” commented Mr Dyens.
The Solution
Spizza seized the opportunity to leverage Local Measure’s social intelligence technology to generate actionable insights, stay ahead of the competition and reinforce the brand promise as ‘Asia’s most craved-after Italian pizza’. Mr Dyens recognised the importance of uncovering the truths embedded in social media interactions surrounding the business that would positively contribute to the company’s bottom line in the long run and maximise the ROI of social engagement.
“We’ve been able to use the data to discover which promotions have been popular with our customers, the kind of special attention they want from our services, as well as keep up with how they’ve been sharing their experiences with other people,” he explained.
Unlike more traditional social analytics tools, Local Measure empowered Spizza to track online customer sentiment in real-time and in specific restaurant locations across the island. Local Measure’s location-based capabilities allowed the business to discover and quickly rectify any issues and capitalise on the positive experiences and photos shared by customers to amplify word of mouth marketing.
“With Local Measure, we were not only able to see conversations that directly mentioned our brand, but we could keep track of what people were saying based on where they were. This has allowed us to better interact with our customers not just online but when they are at our restaurants,” Mr Dyens added.
The Results
In the first five months of 2014 alone, Spizza has been able to monitor more than 1,500 customer comments and posts across their pizzeria and by using Local Measure, have been able to access a wider range of data, allowing to boost engagement with customers, improve social media campaigns and reach new customers by amplifying the positive feedback of photos of guests.
Local Measure has increased the visibility of customer feedback available for chefs, allowing them to better monitor how their customers are enjoying the food.
Local Measure has also allowed Spizza insight into how the restaurant experience is perceived by diners as well as the quality of service provided by staff.
Receiving real time data has given an opportunity to deliver a personal touch to their service.
Local Measure has helped Spizza effectively collect data that otherwise would have flown under the radar and give valuable insights on where and how customers are enjoying their services.
