Alexander Babbage » Krystal

Krystal – Understanding Customer Loyalty and Trade Area Dynamics


Situation: An 80-year old fast food restaurant chain needed to increase sales.

Analysis: Alexander Babbage segmented their customer base and identified that 84% of their sales came from 41% of the population and determined what was most important to this core customer.  With this knowledge, Krystal re-focused product development and marketing on the core customer and increased patronage, loyalty, recency and frequency.

Result: Five years of transaction declines were reversed and the brand is growing again among a core, loyal customer base.