US-based fast-casual Indian restaurant chain RASA has partnered with Bikky, a customer data platform, to gain deeper insights into its customer base and enhance guest experiences.
The collaboration aims to leverage data analytics to refine RASA's menu offerings, marketing strategies and overall customer engagement.
RASA, established in 2017 in the Washington DC Metro area, has expanded to five locations, offering bold flavours and customisable bowls.
The brand is seeking to understand its guests better and improve every aspect of the dining experience, and Bikky's platform presents an opportunity to transform guest engagement and marketing.
RASA chief operating officer Trey Moats said: "With Bikky, we understand our guests at a level I didn’t think was possible — even when I was at brands ten times our size."
Since implementing Bikky, RASA has been able to analyse guest interactions comprehensively, including order frequency, return rates and popular menu items.
Moats highlighted the platform's efficiency, stating, "We had demographic insights within four days of launching Bikky."
This quick access to data allows RASA to adapt its offerings and strategies to match guest preferences in real time.
RASA utilised Bikky's insights to test a hypothesis aimed at attracting more male guests.
It rebranded Indian "wraps" to "burritos" - which resulted in a significant increase in male patronage.
Moats expressed his satisfaction with the platform: "This ability to go from idea to test to actionable data is something I’ve never had before, especially in such a short time."
The partnership has also enabled RASA to develop stronger guest personas and enhance their paid media and digital marketing strategies. "We are now able to create look-a-like audiences based on the demographics of our top guests, so we can market more precisely on platforms like Meta."
Bikky's technology is leveling the playing field for smaller brands, offering analytics tools that were previously available only to larger, multi-unit operations.
Commenting on the partnership, Bikky co-founder and CEO Abhinav Kapur said: "Our mission at Bikky is to help every brand turn customer data into actionable insights that drive incremental traffic, frequency and transaction growth. We’re thrilled to partner with RASA and help them scale their bold flavours and superior guest experience to new communities."
RASA joins brands such as Robeks, WaBa Grill and Dave’s Hot Chicken in utilising Bikky's advanced guest data and analytics platform to stay competitive.
