Driving Meaningful Customer Traffic : A Case Study with Bikky and Tap Room

Abhinav Kapur is the co-founder and CEO of Bikky, a Customer Data Platform (CDP) built exclusively for multi-unit restaurants. Bikky integrates across all in-store and off-premise channels to help brands understand how marketing, menu, and operational decisions impact guest frequency and lifetime value. This empowers everyone from the C-Suite to the marketing team to make better, data-driven decisions across the guest experience. Bikky powers data-based decisions for brands like MOD Pizza, Dave's Hot Chicken, SPB Hospitality, Krystal, and Eggs Up Grill, and thousands of other locations across the U.S.

Phil Smith is the Director of Marketing at Upstream Hospitality Group, leading an in-house, shared marketing team that supports a growing portfolio of 24 locations. He drives strategy and execution for flagship brands Tap Room and Bango, spanning brand initiatives, promotions, loyalty, in-store marketing, and off-premise growth. Phil oversees multi-channel programs across paid media, social, email and SMS, and partner platforms, translating business goals into operator-ready campaigns that scale across multiple concepts. He leverages Upstream’s restaurant and marketing tech stack—POS, online ordering, delivery marketplaces, CRM, and analytics—to develop a holistic understanding of guest behavior and marketing performance, then turns those insights into playbooks and reporting that drive results. He’s passionate about clear systems, practical measurement, and scalable processes that keep teams aligned.