Unlocking Digital Menu Intelligence for Coca-Cola

Unlocking Digital Menu Intelligence for Coca-Cola

Situation

Coca-Cola experienced a significant decrease in in-person dining habits across the globe, prompting leadership to better understand customer behavior and product positioning within digital delivery platforms. The organization had strategically purchased a third-party dataset containing web-scraped delivery menu data with over 50 million records across major services like DoorDash, GrubHub, and UberEats to analyze digital marketplace trends. However, due to the complexity and massive scale of this dataset, the client lacked visibility into delivery service customer offerings and could not identify which specific customer groups they should strategically target for improvement. The company needed sophisticated analytical capabilities to derive actionable insights from this complex data in an automated manner while building scalable infrastructure for ongoing digital marketplace intelligence.

Our Solution

Thought Logic served as the primary execution team for development and discovery of delivery menu insights, leveraging our Data Analytics & Insights practice area to transform complex data into actionable business intelligence. We helped develop the scalable architecture for ingesting large delivery menu trend data sets into the client’s existing PowerBI infrastructure, then developed over 11 dashboards analyzing delivery menu data at various levels of granularity including Location, Customer, Product Group, and Delivery Service perspectives. Our approach included gathering input from various stakeholder groups to identify and document business use cases for incorporation into the comprehensive Business Intelligence dashboard suite, creating self-serve analytics capabilities that would empower decision-makers across the organization.

Stakeholders

Our Clients

  • Analytics and Data Science Function leadership

  • Digital strategy and business intelligence teams

  • Marketing and brand management executives

  • Third-party delivery platform partnership teams

Our Solution Team

  • Data analytics and business intelligence specialists

  • CPG industry experts with digital marketplace knowledge

  • Dashboard development and visualization consultants

  • Scalable data architecture and automation experts

Achievements

The engagement successfully positioned the beverage company with sophisticated digital marketplace intelligence capabilities that enable data-driven decision making and strategic advantage in the rapidly growing delivery services market.

Market Intelligence and Visibility

  • Comprehensive visibility into delivery menus across approximately 55K unique locations in North America and Canada, providing unprecedented insight into digital marketplace positioning

  • Self-serve analytics dashboards enabling end-users to analyze macro and line-item level performance based on diverse business use cases

Data Infrastructure and Automation

  • Scalable data infrastructure established to automate source data refreshes from vendor on a quarterly basis, ensuring continued access to current market intelligence

  • 11+ specialized dashboards developed analyzing delivery menu data at multiple levels of granularity for comprehensive market understanding

Strategic Business Impact

  • Pricing trends analysis for major brands and product groups, enabling competitive positioning and strategic pricing decisions

  • Enhanced digital marketplace strategy through data-driven insights into customer behavior and product performance across delivery platforms

  • Automated business intelligence capabilities that support ongoing strategic decision-making and market responsiveness

  • Foundation for continued digital transformation with scalable analytics infrastructure that adapts to evolving market conditions

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