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CITY CENTRE RESTAURANTS

City Centre Restaurants owns some of the best known high street restaurant brands in the UK and is one of the UK’s premier retail dining companies. With a range of well established and popular chains within its portfolio one of the challenges facing the marketing team is how best to leverage that loyalty already created within each individual brand.

Julia Green, UK Marketing Manager, decided that the first step on this road was to establish a centrally managed Marketing Database.

"Successful retail restaurant marketing" says Green "is driven from the centre but executed at a local level. People don’t see Caffe Uno, for example, as being part of City Centre Restaurants, they see it as their local Italian family restaurant. Of course it comes with the added benefit of being able to visit any of the other 60 or more restaurants across the country and expect the same high standards of cuisine, service and atmosphere. We were looking for a database marketing company that could fulfil both our local and central objectives, and that’s why we chose Shamrock Marketing".

Shamrock Marketing have recently been awarded the contract for managing the City Centre database, taking data from multiple sources including spreadsheets, customer comment cards, competition entries and business cards. Michael Warren, Client Services Director for Shamrock says "What we do best is to manage effectively and efficiently the multiple data sources that are typical in large organisations like CCR. Once we’ve established tangible benefit we then work with the client to identify the other value added benefits that come from centralising your marketing database".

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