Introduction to AI in Hospitality
Craveable Brands, the franchisor for Red Rooster, Oporto, Chicken Treat, and Chargrill Charlie’s, is exploring the potential of AI for customer loyalty and franchisee assistance applications. However, the company has set a high bar for how it will deploy the technology. Meanwhile, Chief Information Officer Simon Revelman believes AI agents represent an obvious use for artificial intelligence technology in hospitality settings.
AI Agents for Customer Loyalty
Revelman predicts that AI agents could be end customer-facing, enabling them to quickly resolve issues such as cold chips. For example, the agents can spin up a voucher and send the customer an offer, keeping them happy and retaining them. Additionally, AI agents could provide assistance to franchisees, allowing them to pose questions and receive answers without digging through document libraries.
Assistance to Franchisees
Revelman stated that AI agents could enable franchisees to ask questions such as ‘How many hours a week can a 15-year-old work?’ or ‘How long can I keep chicken in the Bain-Marie?’ Furthermore, the company wants to de-risk its adoption of AI technology and is looking to its technology vendors to deliver. Therefore, Revelman emphasized the importance of experience and credibility in building trust with vendors.
De-Risking AI Adoption
Craveable Brands wants vendors to put their skin in the game for new applications, proving out an ROI in production before the company has to pay for it. However, Revelman noted that only 5% of AI projects are successful, while 95% fail. Meanwhile, the company is seeking partners who are prepared to put their money where their mouth is and prove out an ROI in production before they have to pay for it.
Data-Driven Franchisees
Craveable Brands uses Salesforce to help franchisees manage their businesses and provide self-serve assistance. The company uses Experience Cloud, specifically Community Portals powered by Service Cloud, to connect franchisees to information, suppliers, and other forms of assistance. For instance, franchisees can log a broken fryer or change their opening hours, and the system integrates with other platforms to ensure updates are pushed through to Google, Uber, and Doordash.
Conclusion and Future Plans
In conclusion, Craveable Brands is exploring the potential of AI for customer loyalty and franchisee assistance applications. However, the company is taking a cautious approach, seeking vendors who can deliver and prove out an ROI in production. Meanwhile, the company is using data-driven approaches to help franchisees manage their businesses and improve operations. Finally, Revelman emphasized the importance of IT investments in enabling data-driven optimization, particularly in the quick service restaurant industry.
Frequently Asked Questions
- What is Craveable Brands’ approach to AI adoption? Craveable Brands is taking a cautious approach to AI adoption, seeking vendors who can deliver and prove out an ROI in production.
- How does Craveable Brands use Salesforce? Craveable Brands uses Salesforce to help franchisees manage their businesses and provide self-serve assistance.
- What is the role of data-driven approaches in Craveable Brands? Data-driven approaches play a crucial role in helping franchisees manage their businesses and improve operations.
- What are the challenges facing the quick service restaurant industry? The quick service restaurant industry is facing a softer market, with customers coming in less frequently and spending less each time.
- How can Craveable Brands benefit from AI adoption? Craveable Brands can benefit from AI adoption by improving customer loyalty and franchisee assistance, as well as optimizing operations and revenue.
