Applebee's International Learns and Earns from Its DataBusiness CaseInformation Technology for Management: Improving Strategic and Operational PerformanceSection 3.6. Page:87Through its multi-thousands restaurants, Applebee’s tries to distinguish itself from other restaurant chains by being able to forecast customers’ preferences accurately. Customers’ preferences are both various and hard to identify, especially for a huge worldwide corporation like Applebee’s. These collected data has to be processed and analyzed efficiently in order to be usable knowledge. Enterprise data warehouse (EDW) helped Applebee’s management to get an accurate understanding of sales, demand, and costs, which would lead Applebee’s eventually to increase net earnings. Thanks to EDW, Applebee’s is able to track sales in a daily bases through hundreds of point-of-sale (POS). A customer satisfaction survey is another aspect that helps Applebee’s managers identifying costumers’ preferences in different regions. Applying near real-time data, Applebee’s had improved customers’ satisfaction and loyalty. In fact, Applebee’s increased its earnings in the third quarter in 2007 by 3.9% comparing with that of 2006.Since the shift towards a technological renascence that occurred by the end of the 20thcentury, our world has been described as a dynamic world. As a result, a constant change can be seen in almost every aspect in our lives. Hence, learning has become more characterized as a sustainability quality for one in order to live in this knowledge-trending world. Moreover, learning and enhancing the current methodologies and their practical applications in business world generally should be a non-end goal for successful managers. Specifically, for managers to maintain, or even establish, their businesses, learning new knowledge continuously is a vital tool that cannot be compromised by any reason. This is especially important for managers of profit-seeking organizations since the discovery of valuable knowledge could give advantage to the company that owns the information, or takes opportunities, or even markets, from the companies that overlook that information. To better illustrate, in 2012, Marketing Daily published a research regarding consumer trends affecting food and beverages. The research have concluded that 48% of adults' consumption of food occurs between meals. This is a type of knowledge that if a manager of a restaurant has learned, he or she would expand his appetizers and snacks menus. Learning also influences promotion of a certain product. For instance, Applebee’s has become the
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