The concept was founded in 2003 as a neighborhood staple for vegetarians, meat-eaters, heath enthusiasts, and comfort food lovers alike. They offer an extensive, unpretentious menu that’s been a hit since day one. Over their 20 years in business, they’ve opened multiple locations in their home market, with plans for further expansion in 2025.

While broad concepts can be tricky, the brand has found huge success with a focus on top quality ingredients, unfussy vibes, and one of the strongest delivery and take-out operations in the city.

From the beginning, this concept had been consistently turning hundreds and fulfilling hundreds of deliveries a day. While they've scaled this approach across all nine locations today, growth hasn’t come without challenges. The rising costs of delivery, growing preference for digital ordering, labor pressures, and rising costs of rent have made running a restaurant brand more costly and complicated. The COVID-19 pandemic amplified these trends, ratcheting up delivery competition and pushing the business to 75% off-premise.

With no sign of costs or competition abating, the brand needed to dramatically simplify their operations while staying true to their guests and “something for everyone” ethos. But where to start? Their Partner and CMO had a lot of hunches about his guests, but no clear data on their frequency, favorite dishes, or demographics. The closest he could get were high-level sales and retention metrics after hours of digging through data exports and spreadsheets from his point of sale, delivery, and reservation systems.

“I was spending a lot of time in Excel trying to understand our guests – who they were, if they came back, or how often they dined with us,” says Shai. “But it really took too long for us to understand the data on our own, let alone make decisions with intent and knowledge, rather than hunches.”

They realized that their brand needed a platform that got them out of spreadsheets, delivered clear insights about his guests, and enabled quick decisions in the new, more complex operational environment.

Their team saw immediate value after onboarding with Bikky, with clear - and sometimes surprising - insights about their guests. Armed with this knowledge, he set out to improve everything from marketing, to menu, to operations.

First, Bikky showed that 40% of guests didn’t return after their first visit. Despite that mark being 2x better than the industry average, it was still a far cry from their own expectations and the brand’s ethos as an “every week” concept. On the other hand, it also presented a compelling opportunity, as Shai discovered that guests with at least two visits are up to 6x more valuable than a one-time guest.

Using Bikky’s segmentation tool, their team was able to specifically target first-time guests with messaging designed to incentivize a second visit. In the past year alone, this focus on moving guests from a first to second visit has yielded a 12% increase in their 90 day retention rate, resulting in an incremental 4,600 orders.

Their CMO's second revelation was seeing the outsized impact that regulars had on their revenue. Bikky’s insights revealed that guests who come at least once a month account for 35% of revenue, despite being only 5% of the total base. With this realization, the brand saw another opportunity to improve their engagement strategy.

Like many others in the industry, this brand followed the rule of thumb of waiting 90 days to re-engage a lapsed guest. But given the high concentration of monthly regulars, waiting 90 days was just far too long.

“If a monthly guest doesn’t order for 45 days, Bikky tells us that something’s up,” says their CMO. “If we wait 90 days, we’ve already lost them. Understanding the unique lifecycle of our guests, instead of relying on broad industry benchmarks, allows us to create a marketing strategy specifically tailored to our brand.”

In just the past 6 months, tailoring messaging to lapsed guests based on their frequency has recouped over 1,000 orders and $40,000 in incremental revenue.

After marketing, the brand turned his attention to optimizing their menu and operations. Weekly specials have been a core part of the brand's DNA since its inception. Specials personify the “something for everyone” ethos, while also creating new opportunities for guests to engage with the brand on a regular basis. However, as their CMO readily admits, “They’re an operational nightmare. Every week we were spending hours and significant resources trying to execute our specials. It was a huge burden trying to explain five new dishes to 300 cooks every single week.”

But with Bikky’s menu item retention and segmentation tools, the team could see exactly how often his most loyal guests actually order the specials. The results were once again surprising. “I built a list of our top 500 guests to see what they ordered, and it turns out specials were not as big a deal as we thought,” says their CMO. “It was only about 10% of these guests. From there, it was easy to do the math. If we switched to monthly instead, we might lose $100,000 in potential revenue - but we’d save at least $250,000 operationally.”

After switching the frequency of their specials program, the team then dove into ways to improve how specials were built. He relied on Bikky’s menu item tools once again, and saw that those that came with a protein consistently sold better than those that offered them as an add-on. The answer was once again obvious: include a protein by default on every special.

While this might mean slightly greater cost and complexity to the dish, their CMO was confident in the incremental revenue and his team’s ability to execute given the reduced frequency of specials. “We might make slightly less on these dishes, we sell significantly more.”

Today, the brand continues to rely on Bikky’s analytics and insights to thrive in a tough operational environment. Over the last 12 months, they’ve seen a 9% increase in new guests per location, a 16% increase in orders per location, and a >40% improvement in the number of days it takes for a guest to make their second visit.

“We take pride in what Bikky has shown us - that from guest retention, to frequency, to lifetime value, we’re higher than the industry standard. We’ll continue to rely on them as a guide for our business, helping us keep a close eye on the health of our guests and making sure we remain one of the best in our category.”

And now, after 20 years as one of the leading “something for everyone” concepts, the brand is ready to scale their business and focus on their guests to a whole new audience.