How Marugame Udon Uses Data to Conquer the US Market

Marugame Udon is fueling its U.S. expansion by partnering with Bikky - a customer data platform that helps multi-unit restaurants to unlock higher traffic, sales, and frequency.

Marugame is a global brand with over 1,200 locations worldwide, famous for its Sanuki udon and tempura. The brand entered the US market in 2020 and operates 15 stores in California, Hawaii, and Texas.

"Bikky has honestly saved us hours in figuring out what's working and what's not," says Janna Esguerra, Marugame's marketing analyst.

Bikky's system reveals customer preferences, guiding Marugame's decisions on new menu items. Now they can experiment with confidence on special drinks and side dishes, as they can predict how these additions might affect sales.

Marugame's data-driven approach comes at a time, when the restaurant industry faces some tough challenges. Though sales are expected to top $1 trillion in 2024, 95% of business owners worry about rising costs and 45% about increasing competition, according to the National Restaurant Association.

“Every restaurant - whether they have 15 locations or 1,500 - needs the right data partner to help them navigate this new, more complex operating environment," explains Abhinav Kapur, Bikky's co-founder and CEO. “We’re proud to partner with a global brand like Marugame Udon, bolstering their U.S. expansion efforts with data to drive higher ROI on every menu, marketing, and operational decision.”

Marugame sets a trend that might become necessary for success in the competitive U.S. market - use data to understand customers, make informed decisions, and grow strategically. In the world of noodles and beyond, it's a recipe that's hard to beat.

by Alex Bailey | October 02, 2024 | SHARE