Eat. Energize. Analyze.

How Freshii & TypeSift revitalized the use of data.

How Freshii Began

In 2005, CEO Matthew Corrin recognized a shift in consumer behaviour: “People care about what they are putting into their bodies.” The problem for diners was that three elements – healthy, convenient and affordable – rarely appeared together in a single dining option. With this in mind, Corrin founded Freshii with the mission to “help the citizens of the world live better by making healthy food convenient and affordable.”

It was an innovative idea that resonated with the market, evidenced by long line-ups and frequently selling out of food in its early days. Freshii then expanded to over 100 locations at a rate faster than Subway, Jimmy John’s, McDonald’s or Starbucks, and ultimately IPO’d in 2017 becoming one of Canada’s favourite brands and success stories.

A Vision for Growth

The Quick Service Restaurant (QSR) market is notoriously competitive, and brands must constantly innovate in order to stay ahead of the curve. But where most brands’ innovation ends at new menu items, Freshii believed it must also explore different sales channels, marketing campaigns, and even innovate on internal infrastructure to support growth.

When it came to internal infrastructure, the executive team recognized that data ought to be a central part of their growth strategy. As such they brought on their first Director of Analytics.

Crafting a growth strategy featuring analytics as a key component is necessary to stay innovative in the market, but any new business unit needs infrastructure – people and technology – to support its initiatives. With this in mind, Freshii began an extensive research process to identify vendors that could become strong partners to support their aggressive growth plans.

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Why Freshii Chose Different

Beyond just the cost, time and risk of failure, for a business who started out as an innovator, flouting the rules of what fast-casual food can be, the idea of taking the same “traditional” approach as its competitors wasn’t very appealing.

At the start of Freshii’s analytics journey, TypeSift shared the experience and challenges that most companies go through when building analytics infrastructure. The two companies chose to join hands not only to fulfill the promise of using analytics and data to uncover insights and support growth, but also to pave the way for a new, modern approach to analytics.

The Goal

Recognizing that the traditional approach to reporting, data and analytics infrastructure would only yield traditional results (and traditional problems), Freshii sought a way to go against the grain, and revised their search for a partner who could meet the following criteria:

  • Faster time to implementation
  • Avoid spending hours building reports or auditing data like other companies
  • Provide stability and reliability to overnight dataflows
  • Provide the modelled architecture out-of-the-box
  • But customize and manage business rules specific to QSR without writing specialized code
  • Free up Freshii to focus on actual insights (not engineering), analytics, brand and product.
  • Lower the risk of failure and reduced the barrier to entry around cost

What Freshii would ultimately discover was that to meet these criteria, they would need an innovative combination of end-to-end software and unique management model.

Looking Forward

Freshii and TypeSift joined hands to not only deliver reporting infrastructure and access to data, that Freshii’s teams may use to generate insights, but also to pave the way on a new, cutting edge approach to building reporting and analytics infrastructure. The two companies continue to work together to push the boundaries of data and analytics, flout the long-standing rules around how to build a data driven organization, and set an example for innovation and ingenuity.

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