Burgerville is a beloved Pacific Northwest brand with deep, family-owned roots and modern ambitions. Known for its commitment to local sourcing, seasonal ingredients, and iconic burgers, they’ve built a following as loyal to their brand as they are to providing farm-fresh ingredients. In 2021, they reintroduced their breakfast daypart after the pandemic, but by mid-2025, sales were stagnant and leadership was concerned.

Burgerville had invested in brand awareness campaigns, special offers, and even the launch of a new menu, but breakfast sales still weren’t meeting expectations. To uncover the root cause and build an effective strategy, Stacey Chapman, Senior VP of Digital Strategy at Burgerville, turned to Bikky’s Data Assistant to determine whether the challenge stemmed from the menu, the daypart, awareness, or a combination of all three.

Despite launching breakfast items earlier in 2025, Burgerville wasn’t seeing the sales or guest traffic they had hoped for. As internal discussions turned toward running promotions and adding breakfast items to the rewards program, Stacey questioned whether that would truly solve the problem. Using Bikky’s Data Assistant, she quickly uncovered an important distinction: only 50% of orders placed between 7:00–11:00 AM contained a breakfast menu item. Their top seller in that time window? The Original Cheeseburger.

Even more telling: while 13% of total guests made a purchase during the breakfast daypart, only 7% had purchased even one breakfast menu item, and just 1.5% had done so more than once. Combined with The Original Cheeseburger leading sales in that window, it was clear to Stacey that guests weren’t choosing Burgerville specifically for “breakfast.”

“Our top-selling item in the morning is the Original Cheeseburger, signaling that guests weren’t coming in specifically for breakfast – they just wanted our best food.”  — Stacey Chapman.

With Bikky’s help, Stacey shifted the team’s strategy to focus on increasing overall traffic between 7–11 AM daypart—not just pushing breakfast items—while also building awareness that the full menu is available during that time. Thanks to Bikky’s Data Assistant, she was able to do it quickly. Rather than relying on gut instinct or digging through spreadsheets, Stacey posed targeted questions and instantly received data-backed answers.

Stacey, along with her marketing team, formulated a strategy within 48 hours to share with her team. Based on what she found with Data Assistant she proposed that they launch three distinct offers, each running for two weeks, to test what would move the needle:

• $1.99 Original Cheeseburgers
• $1.99–$3.99 Stumptown Cold Brew with Cold Foam
• $3.99 Crunch Biscuit Sandwich 

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These offers were chosen not just for their appeal, but for their strategic alignment to what Bikky’s data revealed: people were already buying burgers in the morning. It was clear that this would be the best place to start and grow from. 

Within days, the Burgerville team had answers. Across the three offers, breakfast daypart sales increased by 28% and transactions jumped 19%. Repeat purchases of breakfast items also improved, subtly but meaningfully, with a 0.34% increase in guests who returned for a second breakfast item.

Even more importantly, Stacey now had a system for testing and scaling what worked. Bikky’s Data Assistant helped Burgerville move from gut instinct to measurable iteration, with the kind of speed and clarity that modern restaurant brands need.

Stacey didn’t just fix breakfast. She proved that even longstanding problems can be solved fast  – with the right data, framed by the right question.

“This wasn’t about launching a new item and hoping it worked. It was: launch, track, adjust, repeat. And we could do it in real time.” We’re not just throwing things at the wall anymore. Bikky helps us figure out what’s working, what’s not, and what to do next.”