Audit loyalty by brand, customer behavior and market benchmark

Rosinter commissioned Manzana Group to assess Honored Guest’s effectiveness, weak points and development options. Mikhail explains why the brief included a market comparison as well as an internal program review.

The audit took more than two months, required transaction-data preparation and examined both the overall program and individual restaurant brands. The vendor reports that more than 40% of corporate-restaurant checks used the app in 2017; the planned 50% level for 2018 remained a target.

Role and contribution

Mikhail represents the client and defines the audit brief; Manzana performs and publishes the analysis.

Decisions and operating model

• Set an external benchmark rather than evaluate only against internal history.
• Examine each brand as well as the combined program.
• Turn transaction analysis into priorities for improvement.

Result in context

App penetration is usage evidence, not a causal estimate of loyalty profitability. The 50% figure is a target, not a reported achievement.

Explore the source

• Vendor audit · client brief, brand analysis and 2017 usage

Where this applies

For loyalty audits that must produce commercial priorities across several brands.