Multi-brand restaurant company Inspire Brands has selected tech company mParticle to create transformative customer experiences and improve return on investment (ROI) across media channels.

As an artificial intelligence (AI)-powered customer data platform, mParticle powers the complete customer data stack by bringing together data quality and compliance protections with insights and predictions.

Using mParticle’s technology, Inspire Brands will optimise its customer data strategy to deliver better experiences through various strategies such as automation, decision-making and activation.

mParticle co-founder and CEO Michael Katz said: “For multi-channel consumer brands with a strong mobile presence and a best-in-class stack, our capabilities are unmatched.

“I’m excited to partner with the teams across Inspire Brands and help them continue to strengthen their business globally.”

Through this partnership, Inspire Brands aims to offer more personalised and intelligent digital experiences to its guests.

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Inspire Brands owns various restaurant brands, including Arby’s, Baskin-Robbins, Buffalo Wild Wings, Dunkin’, Jimmy John’s and SONIC Drive-In.

The company operates 32,000 restaurants across the globe and reported more than $31bn in global sales in FY22.

Inspire Brands chief commercial officer Dan Lynn said: “As the expectations of our guests continue to evolve, we strive to deliver experiences that meet their individual needs. Real-time data and insights help Inspire and our brands deliver the best service possible to our guests.

“mParticle helps our teams provide better, more relevant experiences across our channels while providing support for critical data privacy initiatives.”