General Session / Tuesday / June 3, 2025 / 3:45 PM
What Else Can You Do With All This Data?
Marketers from leading brands will walk us through how they use data to plan, run and measure the success of marketing and menu launches. We’ll get tactical on a range of topics, including:
- Proving the success of a new LTO or menu overhaul with guest data.
- How even crazy loyalty promotions can drive short-term conversions and long-term, repeat guests.
- How to meticulously map out the number of visits needed to create frequent guests, then optimize your engagement strategy to achieve it.
- How tight segmentation can drive a 2-3x increase in conversion rates over typical SMS and loyalty marketing campaigns.
This will be a masterclass in how marketers can achieve exceptional outcomes in their roles through guest data.
PRESENTERS
Haley Hendrix | Senior Manager, Guest Insights & Off-Premise Strategy | Eggs Up Grill
As the Senior Manager of Guest Insights and Off-Premise Strategy at Eggs Up Grill, Haley Hendrix leads the brand’s efforts to enhance the digital and off-premise guest experience. With a passion for leveraging data to drive actionable insights, she develops strategies that connect the brand with guests—wherever and however they choose to engage. Haley specializes in optimizing online ordering, third-party delivery, and catering, ensuring a seamless and enjoyable experience for guests. She also spearheads guest behavior initiatives, using real-time data to uncover trends and inform strategic decisions across marketing, operations, and technology. Her ability to translate analytics into meaningful insights has helped franchisees and brand leaders create guest-centric solutions that drive both revenue and loyalty.
Morgan Hendrix | Brand Marketing & Partnerships | Torchy's Tacos
Abhinav Kapur | Co-Founder & CEO | Bikky
Abhinav Kapur is the co-founder and CEO of Bikky, a Customer Data Platform (CDP) built exclusively for multi-unit restaurants. Bikky integrates across all in-store and off-premise channels to help brands understand how marketing, menu, and operational decisions impact guest frequency and lifetime value. This empowers everyone from the C-Suite to the marketing team to make better, data-driven decisions across the guest experience. Bikky powers data-based decisions for brands like MOD Pizza, Dave's Hot Chicken, SPB Hospitality, Krystal, and Eggs Up Grill, and thousands of other locations across the U.S.
