Brix Holdings
Migrating six restaurant brands onto one loyalty platform
CASE STUDY 02
SYSTEMS DESIGN, EXECUTIVE REPORTING
FOCUS
Systems Design, Executive Reporting
MY ROLE
Strategy Consultant
THE CHALLENGE:
Five franchise brands were running loyalty on [previous platform/s], each with its own rules, data, and habits. Brix needed to move all five onto a new platform without losing members, confusing guests, or overwhelming franchisees, and then prove the program was worth the investment.
MY ROLE:
Recommended in by a technology partner to lead the transition. Owned migration strategy and the cross-brand playbook; primary liaison between Brix, its CRM vendor, and brand, IT, and operations teams.
THE APPROACH:
Built one playbook for five brands. A repeatable migration and launch framework: platform configuration, member data transfer, journey templates, comms timelines, and training, with room for each brand's voice. [Confirm what the playbook included]
Sequenced the rollout. Migrated brands one at a time, applying lessons from each launch to the next. [Confirm order and timing]
Designed the customer journeys. Replaced one-size-fits-all promo email with behavior-based lifecycle programs by visit frequency and purchase habits.
Brought franchisees along. Training materials, weekly cross-functional planning, and business cases on reward economics, including the Clean Juice program redesign.
Built the proof in. A holdout test at Friendly's and executive dashboards tracking loyalty growth, frequency, ticket, and program health.
Shifted the philosophy. Moved the organization from promotional email toward relationship-driven engagement built on brand storytelling and thoughtful cadence, and advised senior leadership on reward economics balancing guest value, franchise profitability, and ROI.
THE RESULTS:
5 brands migrated onto a single loyalty platform with a shared playbook
~2x purchase rate for lifecycle recipients vs. control (Friendly's holdout test)
Board-level reporting on loyalty performance across the portfolio
[Members migrated, member retention through migration, or launch timeline per brand]
WHAT IT TAUGHT ME
This is where I built customer growth systems. A playbook turns a one-time migration into a capability the organization keeps.