Eureka! Restaurant Group centralizes customer data in Klaviyo B2C CRM and drives 43x ROI

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Eureka! Restaurant Group, founded in 2009 and based in California, is a hospitality company made up of multiple restaurant brands. Its flagship concept, Eureka!, is an all-American kitchen and bar known for gourmet burgers and small-batch spirits. The restaurant portfolio also includes La Popular, an upscale Mexican restaurant, and The Amalfi Llama, known for live-fire Patagonian cooking.

Learn how Klaviyo integrations with Thanx, Eventbrite and more transformed Eureka!’s CRM strategy

Challenge

Eureka! Restaurant Group used Thanx to create a thriving loyalty program with a VIP feel.

But they were also using Thanx to send some restaurants’ marketing emails, and Mailchimp to manage email for other locations.

At the same time, the restaurant group used Shopify to sell monthly memberships to their Whiskey Club, Toast to make restaurant sales, and Eventbrite to sell tickets to special events.

With email split across two platforms and customer data scattered across 5, it was difficult for Eureka! to attribute revenue to their email program, or segment based on customer preferences and activity. And their in-house marketing team was constantly toggling between tabs.

As the business grew, Eureka! wanted to improve operational efficiency, delve deeper into CRM strategy, and expand owned channels beyond email. That meant their tech stack needed an update.

Solution

Alexia Penna, VP of marketing at Eureka! Restaurant Group, heard from a colleague that Klaviyo offered email and SMS.

“The second we looked into Klaviyo, we thought it would be great to add SMS,” says Penna. “It’s a new channel we’ve never had before, but we’re always looking for ways to expand.”

The B2C CRM also had pre-built integrations with all the key players in Eureka!’s stack: Shopify, Thanx, Eventbrite, and Toast.

Eureka! decided to adopt Klaviyo as their B2C CRM for all restaurant brands, centralizing their customer data in the platform and using it to power deeper segmentation and clearer attribution.

Our entire marketing, finance, and operations teams have been thrilled to see the exact measurement of our results and efforts in Klaviyo, thanks to the integrations with Shopify, Eventbrite, and more.

Klaviyo has also simplified operations for the marketing team.

“It makes our digital marketing manager’s life so much easier to focus on and master one platform,” says Penna. “Klaviyo helps them really move the needle and share cohesive data with our senior leadership team.”

The benefits of Klaviyo extend throughout the restaurant group, too.

“Our entire marketing, finance, and operations teams have been thrilled to see the exact measurement of our results and efforts in Klaviyo, thanks to the integrations with Shopify, Eventbrite, and more,” Penna says.

Strategy

In their first full month sending emails with Klaviyo B2C CRM, Eureka! Restaurant Group saw 43x ROI from the platform. They’re just getting started.

So far, Penna sees their new segmentation strategy as the biggest growth driver. Eureka! has shifted away from full-list sends, and can now easily target segments like:

• Recent engagers across email and loyalty, using data from Klaviyo and the Thanx integration, to promote Labor Day weekend specials
• People who have ordered whiskey at Eureka!, using data from the Toast integration , to promote Whiskey Club memberships
• Active Whiskey Club members, using data from the Shopify integration, to offer tickets to a special whiskey dinner event in their restaurants

They can also track performance more clearly in Klaviyo. They know, for instance, that one recent campaign drove thousands of dollars in Eventbrite ticket sales.

Previously, Eureka! didn’t have a way to connect email sends to Eventbrite revenue. The new insight into what performs and what doesn’t allows for optimization of all their email messaging.

Soon, they’ll access the same granular performance data for SMS sends, too. They’re in the process of launching the channel with Klaviyo SMS.

“Partnering with Klaviyo has been life-changing,” Penna says. “I would absolutely recommend Klaviyo to other restaurants. If you’re looking to not only grow your database through email and SMS, but also translate all of your unique marketing initiatives to actual sales, Klaviyo is really valuable.”

Partnering with Klaviyo has been life-changing. I would absolutely recommend Klaviyo to other restaurants. If you’re looking to not only grow your database through email and SMS, but also translate all of your unique marketing initiatives to actual sales, Klaviyo is really valuable.