Challenge
As a rapidly growing business, Opus came to Brizo with two important objectives: first, define the addressable market for their training platform; then, translate those insights into actionable steps for their sales team. They felt frustrated with the lack of avenues to do so efficiently. Manual research was far too time-consuming, while other data providers were missing key information, especially when it came to chains.
Solution
Brizo FoodMetrics delivers the market intelligence Opus needs to better understand the foodservice industry and focus on the right targets. Access to such comprehensive market coverage has reinforced Opus’ confidence in their strategic approach as they scale. Meanwhile, robust chain-level insights on corporate structure, unit count, and technical aptitude have elevated their sales and go-to-market efforts to new heights.
Impact
A comprehensive data source
Before their partnership with Brizo FoodMetrics, Opus relied on manual efforts to piece together information from multiple online sources. This process was time-consuming and, thanks to the dynamic nature of the foodservice industry, required constant upkeep. In addition, conflicting sources led to concerns about the credibility of their data.
While exploring alternative options, other providers came up short. Their data felt incomplete, offering only basic establishment details. Other data also lacked accurate insights into chains, franchises, and corporate entities, whose organizational structures have a lot of complexity but are pivotal to Opus’ success.
Brizo FoodMetrics has solved these challenges. Opus finds great value in the depth of Brizo’s establishment and chain insights, as well as the ease of integrating that data into their own business intelligence platforms. The ability to conduct rich market analysis on their own terms – supported by Brad, their dedicated Client Success Manager at Brizo – was a major selling point.
Thanks to the quality of Brizo’s data, Opus’ confidence level in their own market view has gotten a big boost. For instance, they have seen an increase in their inbound lead match rate since enriching their CRM with data from Brizo. It’s a relief to know that important prospects are already within their scope and that they aren’t at risk of overlooking any big opportunities.
“Through our research, we found Brizo to be the most comprehensive source–not only for the depth and usefulness of its data but also for its capability to extract those insights into our BI tools for further analysis.”
Frances Liu
VP of Marketing and Customer Success at Opus
Understanding chain and establishment relationships
Opus serves a wide range of establishments, from QSRs to full service dining. For maximum efficiency, their sales team pursues operators that fall into the known sweet spot for their service – those with a certain level of business maturity, unit count, and desire to scale.
Brizo’s data on corporate structure (ie. franchise vs corporate owned) and number of nationwide locations is key for identifying prospects within this sweet spot. Understanding the complex nature of hospitality groups and how their establishments are organized is also important. Frances Liu, Opus’ VP of Marketing and Customer Success, highlights this point, noting that Brizo has “some really great aggregation data around chain groups to guide our understanding of the industry…details that aren’t always easily found through websites or other sources.”
Digital footprint data captured within Brizo FoodMetrics helps Opus peel back even more layers of their ideal customer profile (ICP). Knowing what restaurant tech a chain has adopted is a strong indicator of their “tech savviness” and possible appetite for Opus’ training solution. The more advanced the technologies in use, the stronger the potential fit.
Go-to-market strategy and sales prioritization
Harnessing these detailed chain and operator insights has opened new strategic horizons for Opus. With access to such in-depth information and a stronger grasp of a specialized industry, Opus has been able to deploy account-based marketing (ABM) strategies with greater confidence and success than ever before.
Enhanced awareness of the market and their ICP has been crucial to prioritizing and targeting key accounts. The ability to quickly prequalify high-value prospects has saved their team significant time and resources. Bolstered by Brizo’s market intelligence, Opus has notably increased their number of signed accounts, especially within their preferred multi-unit segment.
By partnering with Brizo as their source of truth on the industry, Opus has been able to dig deep into the foodservice landscape and effectively plan their go-to-market efforts. Brizo’s visualization tools, especially its geographic mapping features, have removed barriers around total addressable market (TAM) analysis and strategic planning. Looking ahead, Opus is excited to continue applying Brizo FoodMetrics to their segmentation and strategy exercises as they plan for next year’s initiatives.
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