American restaurant chain Bojangles has formed a strategic partnership with Bikky, a customer data platform developer for restaurants.

The collaboration aims to advance Bojangles’ understanding of digital-first consumer behaviours and help it make more informed business decisions across its operations.

Bojangles will gain access to a wide range of metrics through Bikky’s platform, including guest frequency and lifetime value, and strategic insights such as the impact of promotional offers on repeat visits.

The data will reveal how menu pairings can increase spending and guide the chain’s engagement, product and promotional strategies as it ventures into new markets including Texas, Ohio and Las Vegas.

Bojangles omnichannel senior director Sergio Perez said: “Bojangles has a rich history anchored in bold flavour, Southern hospitality and putting guests first – our digital evolution is no different. Today’s partnership announcement with Bikky is the next step in ensuring we keep our guests at the heart of our transformation.

“By understanding what content, offers and products drive action, we will accelerate our learning and translate that into an engagement programme that drives incremental sales.”

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Citing a Statista report, Bikky stated that the online food delivery market will reach $535bn by 2028.

This growth indicates a significant increase in data from off-premise and digital channels, which Bojangles can leverage through Bikky to make consumer-focused decisions.

This data-driven approach is pivotal for Bojangles as it aims to exceed 1,000 locations during the 2020s and move beyond its Carolina origins.

Bikky CEO and co-founder Abhinav Kapur said: “It’s more important than ever for restaurants to understand their guests – especially for those looking to preserve and scale an extremely loyal following like Bojangles. We’re honoured to partner with such an iconic brand to help them achieve this.

“We founded Bikky on the belief that restaurants deserve the same access to data as the largest, most sophisticated businesses in the world. This announcement marks another step forward in achieving that mission.”

Evergreens, a salad restaurant chain, selected Bikky as its customer data and analytics partner in August 2023.

Bikky’s role with Evergreens involves automating decision-making processes and enhancing understanding of menu performance, demonstrating the platform’s capability in the foodservice sector.