The DNA of the Combo meals
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Background
A soft drink maker has carried out an extensive project among owners of fast-food private fast food stores such as falafel, sabih, shawarma, etc.
The main idea was to encourage the sale of drinking water to the dish by means of combo operations.
The mission
We were called to the flag after the campaign results revealed problems and mainly a lack of uniformity of products among different retailers. SEBO was called upon to understand the sales platform and unlock the mystery - why there is a mixed improvement trend and how to improve it.
Execution
For this purpose we have conducted the most comprehensive research ever done on this platform in Israel. For about a month, our teams moved between 200 different restaurants from the Golan Heights to Eilat and encoded over 250 different characteristics for each of the points of sale.
In addition, we performed a comprehensive analysis of the effectiveness of the package offered to retailers.
The first findings were stellar and related to the effectiveness of the operation vis-a-vis the retailer. Sometimes, the most attractive deals are revealed as falling sales when viewed with retail glasses.
In an advanced post hoc statistical analysis, we were able to produce a rare segmentation of the points of sale according to potential and in fact create a mechanism capable of predicting the total potential of the point even before initially selling according to the measurement of basic variables located on the floor of the sale.
In addition, we were able to find out what variables are changing in the area of the shops that cause shoppers to buy more drinks and how to manage it in an organizational way. In this way, we succeeded in explaining the different performance between the various points. In fact, what determined the success of the campaign were measurable variables in the sales floor, and therefore not every retailer was suited to participate in the first place.
The model, which was built with great success, was assimilated into the company's activities and presented to the parent company in Atlanta.
