Building a composable CDP for a multi-brand fast food company

Duplicate identities. Data quality issues. No single view of the customer.

A multi-brand fast food company - the parent company of several major Australian fast-food chains - needed a single view of customer across its entire business. The problem was significant: customer identities were duplicated across brand loyalty programs, online ordering, point-of-sale and CRM systems. Data quality issues prevented reliable identity resolution. Without a single customer view, the organisation could not understand cross-brand behaviour, personalise at scale, or build effective loyalty programs that recognised customers across brands.