How Unilever Food Solutions used Dashmote to target Hispanic flavored restaurants in the US
Challenge
Unilever Food Solution (UFS) aimed to increase its presence in the Hispanic food market in the US by introducing and expanding some of the best selling products from the LATAM region. Products such as Knorr Caldo, Lizano Mayonesa con Limon and Lizano Salsa were targeted to Hispanic cuisine restaurants across five major southern US states.
In order to set this in motion, UFS was lacking data on key indicators like ‘total restaurant universe’, ‘restaurant characteristics’, and ‘contact details’ to execute upon.
Solution
Leveraging the Dashmote platform, UFS approached this challenge of identifying the most valuable hispanic restaurants in the following 3-step approach.
Unilever Food Solution 3-step approach:
- How many: What is the complete universe of potential operators?
- Which one: How do we filter, prioritize and segment the operators UFS should focus on?
- Acquire: How do we drive growth through digital sales and marketing at these operators?
Dashmote platform utilized to retrieve from online data sources:
- Outlet Universe. What’s the size of the price?
- Menu card analysis. What are restaurants listing on their menus?
- Digital profiling. Segment restaurants based upon key indicators.
Results
Unilever Food Solutions identified over 37,000 hispanic restaurants of interest to their campaign. Using Dashmote’s front-end app, users further segmented this universe by filtering on: type of location, popular dishes listed, opening hours, ratings & reviews, and other key indicators.