Melting Pot, part of Front Burner Brands, is a renowned fondue restaurant chain that has excelled in providing an immersive dining experience to its customers. With a focus on creating memorable moments and promoting social interactions, the brand has established a loyal following and grown to more than 95 restaurants in 31 U.S. states and Canada. To continue this, Melting Pot aims to better understand its customers and their preferences while expanding its reach to attract net new customers.

Melting Pot’s original customer segmentation strategy was static and outdated, hindering the restaurant chain’s ability to target new and existing customers effectively. In response, they switched to an RFM (Recency, Frequency, Monetary Value) analysis to segment and categorize their existing customer base, which provided valuable insights. However, they desired to further strengthen their strategy and increase the returns on their marketing investments.

In their search for an enhanced customer analysis solution, Melting Pot turned to SiteZeus Market, a real-time segmentation platform, to overcome the limitations of their original segmentation and expand on the findings of their RFM analysis. After appending their existing customer data to SiteZeus Market’s segments, Melting Pot obtained specific and previously inaccessible insights into the individuals visiting their stores. These revelations challenged their preconceived notions of who their top customers are and provided an opportunity for optimizing their marketing strategies.

With SiteZeus Market, Melting Pot was able to identify its top three very specific family segments, which accounted for approximately 50% of their total guests. In addition, they determined their most valuable customer segments by analyzing the average lifetime value of their existing customers and the categories they belonged to. Armed with this knowledge, the restaurant chain shifted its focus towards these high-value segments and strategically activated ads targeting them. These initiative are showing promising potential to generate higher visit frequency from existing customers and a broader audience reach at reduced costs. By optimizing campaigns, tailoring messaging, and generating personalized experiences, Melting Pot has the ability to improve customer engagement, loyalty, and revenue growth for their renowned fondue restaurant chain.

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