Dave Boenninghausen
Analyst · Stephens Inc.
Sure. I think one of the exciting things has been -- a key message, I think, for us, as we look forward, Josh, is just the overall flexibility that we are going to have based on our technology investments from an in restaurant perspective with the digital menu boards, as well as with the customer data platform and just overall our ability to target guests. One thing that has been extremely encouraging is that, when you think of flexibility, as we started to diagnose and see a value issue, we were able to first off touch those rewards members. Rewards members are people wereable to quickly and easily access, were able to give them specific promotions or specific messaging, maybe not even tied to promotions. We saw as we talked about in the earlier remarks, we actually saw an increase in frequency from our rewards members of 2% as well as overall growth in the program. So that gives us quite a bit more information, and we have been able to maintain and retain that guest, partially because we have been able to act quickly against them. Now you incorporated CDP. So at CDP, our team has already made tremendous strides in being more targeted with how we approach our guests. This allows us just to have a significantly more surgical approach to segmentation, to messaging, to just overall how we communicate with our teams. And that really just went live a couple of weeks ago. So we are just starting to reap some of the low-hanging fruit when it comes to that technology. Another aspect as we continue to evolve from a technology perspective, as we said, we are starting to use machine learning in terms of recommendation engines. The testing of that has been very successful. So we are implementing that as we speak, that should be another nice tailwind. So the overall infrastructure from a rewards program perspective, as well as the technology that drives our digital programs continues to improve and become best-in-class. Now you layer on top of it digital menu boards. Digital menu boards for us, one reason why they are so, so powerful is that, it just gives us flexibility across nearly as every aspect of the business, whether it's how the menu is laid out, the pricing structure, new culinary items, messaging. Traditionally, we couldn't pivot or test very quickly because we always had to wait on the physical menu boards to kind of catch up to the digital assets. This even impacted some of our flexibility, when it comes to things like pricing because we didn't want to disjointed experience. So we feel digital menu boards combined with all of the enhancements we have made from a technology and data perspective, really allows us. We are frustrated with the reset from a revenue perspective. But as we go forward from here, feel that we have extremely strong foundation that's just going to continue to strengthen.