To improve its menus, TGI Friday's, a US restaurant chain, used information about its customers to redefine its food offerings. Customer involvement in information gathering was minimal, as most of the data was readily available in the company systems. The company observed that customers were seeking more healthy food options and data mining analysis on its point-of-sale data uncovered patterns and combinations in how their patrons customized the standard offerings. The company changed its menus...

BPIR Categories

4.1.1 Identify market segments & target customers
4.1.4 Develop & implement marketing strategy
14.1.6 Communicate and use analysis findings
10.2.4 Use analytical techniques on data

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