Multi-market Growth Analytics for QSR Brands in MENA

Context

A major quick-service restaurant portfolio, including Pizza Hut, KFC and Hardee's, operating 22 regional websites across MENA with digital revenue as a strategic growth target.

Challenge

Improve conversion consistently across many markets and sites with differing baselines, govern a shared set of KPIs across the portfolio, and connect analytics work to a clear commercial milestone.

My Role

As Senior Data Analyst at Saras Analytics I led digital performance analytics for the portfolio: defining and governing 50+ KPIs, leading the analytics and optimisation work that supported conversion improvement across markets, and introducing anomaly detection and reporting automation.

Approach

• Define and govern 50+ KPIs so performance could be compared consistently across all 22 regional websites.
• Consolidate funnel and customer-behaviour analytics to identify and prioritise conversion opportunities by market and brand.
• Track progress against the digital-revenue milestone.
• Introduce anomaly detection and Python/API automation for recurring reporting.

Architecture / Analytics Design

Web, funnel and customer-behaviour analytics consolidated across the 22 sites under a governed KPI framework, with anomaly detection over reported metrics and Python/API-based reporting automation.

Business Impact

• Supported conversion improvement from approximately 9% to 15% in lower-performing markets and approximately 16% to 27%+ in leading markets.
• Contributed to the client reaching a $100M digital-revenue milestone one month ahead of plan.
• Reduced reporting anomalies by approximately 20% and manual reporting workload by approximately 35%.

Technology

• Web and funnel analytics
• Python and API-based reporting automation
• Anomaly detection
• SQL

Key Lessons

• Consistent measurement across markets is the foundation of multi-market growth.
• Analytics lands best when it is tied to a milestone leadership already cares about.