The Craveable Brands Journey Toward a Company-Wide Shift to Customer Centricity

Craveable Brands (Craveables) is made up of separate brands (Oporto, Chicken Treat, and Red Rooster), as well as 400+ franchise partners. This means there are a lot of opinions that feed into customers and their experiences, and a lot of stakeholders interpreting data in different ways.

The Craveable Brands VoC program softens the many different voices and gives the business an opportunity to hear from those that matter the most—the customer.

When Craveables launched its VoC program, it knew it would result in a major cultural shift. Because, even though the team knew customer feedback was important, the legacy actions and historic focuses taught stakeholders to avoid feedback. Believe it or not, prior to the launch of the VoC program, Craveables measured complaints per 10k customers—which taught everyone to avoid customer feedback at all costs.

After the VoC launch, Craveables has progressed with its goals. The brand was even able to launch a VoFP (Voice of Franchise Partner) to collect feedback from another valuable voice. Since launch, the brand has seen a response rate +60% and some obvious (and not so obvious insights).