Each restaurant operated with its own loyalty system, separate apps, and promotional mechanics, creating confusion for customers and inflating marketing expenses. This fragmented approach hindered the ability of restaurants to gain a clear understanding of their customers and led to high costs associated with maintaining individual platforms for each brand.

Business Goals:

1. Unify all restaurant networks into a single digital infrastructure to reduce costs associated with development and product maintenance.

2. Enable the corporation to generate comprehensive analytics by aggregating customer data across all networks.

3. Optimize costs for improving customer loyalty and retention.

4. Ensure operational autonomy with an in-house delivery service encompassing all corporate networks.

5. Increase average sales by boosting the number of orders, average check size, and active customer base.

6. Streamline onboarding processes for new networks into the shared ecosystem, ensuring faster and more efficient integration into corporate operations.

We developed a universal mobile application that unites all USG HOLDING dining brands into a single ecosystem. This enables customers to seamlessly interact with all networks, explore various brands, and conveniently place orders through a unified interface. A key advantage is that users no longer need to download multiple apps— all their favorite restaurants are now available in one place. With this solution, we provided customers with easy access to all the holding’s brands and enhanced their overall experience with each establishment.

Devlight began with an in-depth analysis of USG HOLDING’s existing systems and applications. We assessed the functionality of each app, gathered user feedback, and identified key challenges. It became clear that the holding was allocating significant resources to maintain individual digital products and lacked a unified communication system or cohesive brand strategy.

During this stage, it became evident that instead of developing separate apps for each restaurant, the optimal solution was to create a single platform. The holding supported our vision for a universal solution, and we proceeded to redesign the value proposition. This approach allowed us to establish communication so that consumers perceive all restaurants as part of the unified USG HOLDING family.

Together with the USG HOLDING team, we developed the concept of a single app that would include functionality for all the holding’s restaurants. This is how the concept for the holDO app was born.

Our designers created interface prototypes for the app, including screens for orders, menus, the loyalty program, and the administrative panel.

After aligning the prototypes with the client, we developed final designs that were user-friendly and fully aligned with the holding’s branding requirements.

Work on the project began simultaneously with the development of the mobile app for iOS and Android, as well as the admin panel.

The app included features such as food ordering, menu browsing, communication with restaurants, and a loyalty system. Our team ensured a seamless user experience across all platforms.

The admin panel development included tools for managing the app’s content. Additionally, the admin panel offers potential capabilities for managing orders, viewing analytics, and overseeing loyalty programs.

At this stage, we conducted thorough testing of all system components to ensure their flawless functionality.

In October 2024, the holDO app was officially launched, delivering a new level of service and communication to customers.

After the launch of the holDO app in October 2024, the holding observed significant changes:

1. Unified loyalty program: The new app enabled customers to earn points for purchases at any of the holding’s restaurants, significantly boosting loyalty and unifying the brands. Customers could now use their points and promotions across all the holding’s restaurants, rather than being restricted to a single brand.

2. Reduced marketing costs: The centralized system lowered the cost of marketing per customer by providing a unified platform for communication and promotional campaigns. This simplification of marketing management enhanced advertising efficiency.

3. Increased average check and active users: The introduction of a loyalty program and the convenience of ordering through a single app encouraged customers to make more frequent purchases and larger orders. The unified system also boosted the activity of regular customers, positively impacting the holding’s financial performance.

4. Simplified integration of new brands: The new platform streamlined the process of incorporating new restaurants into the holding. To launch a new brand, it was sufficient to add its menu and logo to the app, making the new restaurant part of a unified communication channel.

USG HOLDING and Devlight continue their collaboration, planning to expand the app’s functionality. Features that prioritize optimizing restaurant operations and forecasting demand are at the forefront of our partnership: pre-ordering, table reservations, and in-restaurant payment options.