Maxim’s Group, founded in 1956, is a leading Asian food and beverage company. It operates over 2,000 outlets, encompassing diverse restaurants, bakeries, cafés, catering services, its award-winning Hong Kong MX Mooncakes, and popular licensed brands like Starbucks, Genki Sushi, and Shake Shack across several territories.
To further its mission of “Making Delicious Food More Accessible” and enhance customer convenience, Maxim’s Group developed its proprietary mobile application, Eatizen. Building on this digital foundation, Eatizen has strategically partnered with Omnichat to elevate customer experiences and drive sales growth.
This collaboration leveraged AI-powered conversational commerce, primarily via WhatsApp, deploying highly personalised, data-informed customer communications designed to boost conversion rates and Average Transaction Value (ATV). In a significant industry endorsement, the AI-driven platform integration by Eatizen with Omnichat has been recognised with the Merit Award of “AI+ Project of the Year” at AI+ Power Awards 2025.
Challenges and opportunities faced by Eatizen
Underutilised data and ineffective customer segmentation
Eatizen Group possessed extensive customer data, yet struggled with efficient segmentation for truly targeted marketing campaigns. Traditional, time-consuming methods reliant on broad criteria, such as demographics, typically resulted in low engagement and conversions.
Valuable CRM data, including purchase history and preferences, remained siloed, limiting its strategic use and hindering the potential for more accurate, results-driven targeting and directly impacting the ability to personalise customer interactions, optimise marketing expenditure, and proactively identify valuable upselling and cross-selling opportunities.
Suboptimal campaign performance and ROI
Eatizen encountered challenges in maximising the effectiveness of its marketing initiatives, which resulted in campaign performance falling below expectations and a suboptimal Return on Investment (ROI). Generic, one-size-fits-all messaging failed to effectively engage customers, leading to low interaction rates and hindering conversions for key actions like reservations or orders, indicating an opportunity to adopt more direct and engaging communication channels.
Strategies: Implement Omnichat’s AI solution for enhanced results
To address these challenges and capitalise on identified opportunities, Eatizen embarked on a strategic implementation of Omnichat’s AI-powered solutions.
Omni-AI: Powering Precision Segmentation for Hyper-Personalised and Targeted Campaigns
By integrating with Omnichat’s AI-driven platform, Eatizen unlocked the capability for automated and intelligent customer segmentation. The core strategy centred on establishing a seamless digital integration, securely connecting Eatizen rich CRM data with the Omnichat platform via dedicated data pipelines.
Powered by advanced machine learning algorithms, Omni-AI meticulously analyses the entirety of Eatizen customer data. This deep analysis uncovers hidden patterns and correlations – insights virtually impossible to detect through manual methods. Marketing teams can simply specify the desired size of a target audience, and Omni-AI instantly generates optimised segments. These segments are defined by a multitude of factors, including purchase value, recency of interaction, preferred cuisine or specific restaurant brands, stated dietary preferences, and responsiveness to past promotions, thereby precisely identifying high-potential audiences for specific campaigns.
AI-Informed Personalisation and Customer Journeys
Eatizen utilised Omni-AI to shape highly effective, personalised customer journeys. The streamlined A/B testing allows Eatizen for the comparison and refinement of different messaging variations for promoting new menu items, Eatizen App exclusives, or seasonal offers like their renowned mooncakes, alongside optimal send times for maximum engagement.
By continuously optimising these campaign elements through A/B testing insights, and leveraging the refined customer segments such as frequent diners at specific restaurant brands, bakery patrons, or loyalty members, Omni-AI determined the most relevant communication strategies and journey paths. This data-driven capability enabled Eatizen to automatically trigger highly personalised messages and tailored experiences via WhatsApp, moving decisively away from generic broadcasts and towards communications that truly resonated with individual customer preferences and past behaviours.
Continuous Data-Driven Optimisation
The platform’s analytical power extends to real-time monitoring of campaign performance. Crucially, these insights are fed back into the system, facilitating the continuous refinement and updating of both segmentation algorithms and overarching campaign strategies. This iterative, data-driven loop ensures ongoing optimisation towards maximising marketing effectiveness and Return on Investment (ROI).
Eileen Tang, Head of Digital Business of Maxim’s Caterers Limited, underscored this approach, stating: “AI is the inevitable trend, and we utilised Omni-AI to empower our teams for enhanced efficiency, better data analysis and continuously achieving optimal results. Specifically, this resulted in a 5% growth in click-through rates and a 10% increase in conversion rates for our WhatsApp broadcast messages, alongside a 50-100% uplift in Average Transaction Value from AI-identified customer segments.”
Driving conversions & foot traffic through integrated omnichannel campaigns
Leveraging the power of AI-driven customer segmentation, Eatizen could identify target audiences with exceptional precision for each campaign or promotion. These carefully curated segments then received tailored messages, primarily via WhatsApp, which were strategically designed to guide them towards engaging actions, such as downloading Maxim’s mobile application, Eatizen, and redeeming exclusive coupons at their nearest outlets. The success of this online-to-offline strategy was clearly demonstrated by a 5% uplift in eCoupon redemption within the Eatizen App.
This integrated, two-pronged approach not only directly drives online conversions but also significantly increases foot traffic to Maxim’s physical establishments. This synergy enhances overall customer engagement and plays a crucial role in fostering long-term customer loyalty.
One-stop Seamless Shopping Journey on WhatsApp Shop
To address peak festive sales, Eatizen transformed WhatsApp into a high-performance home delivery channel – “Eatizen WhatsApp Home Delivery” . This dedicated line provides a seamless, one-stop shopping experience via the WhatsApp Shop. Customers can order and pay directly within WhatsApp, no app downloads or new account registrations required.
During the past Mid-Autumn Festival, Eatizen specifically launched the WhatsApp Mooncake Express Delivery Line. Customers scanned a dedicated QR Code to initiate a WhatsApp conversation with Eatizen and opened the product catalog within WhatsApp to browse and select mooncakes. After placing the desired items in the shopping cart, they could submit the order and fill in the delivery information, which then connected to the payment. Upon completion, they instantly received the order confirmation message.
Eileen Tang further pointed out: “Orders placed through the Eatizen WhatsApp Home Delivery accounted for 10% of our total marketplace revenue. Compared to online channels like our official website or app, WhatsApp allows for more direct engagement, effectively stimulating customers’ willingness to spend. Consequently, the Average Transaction Value is significantly two to three times higher, which contributed to a 40% year-over-year growth in overall ecommerce platform sales.”
Creating instant, seamless experiences via WhatsApp Chatbot
Recognising that customers frequently encounter challenges when navigating the Eatizen App for tasks such as making restaurant bookings, or redeeming coupons, Eatizen implemented a WhatsApp Chatbot to provide instant, automated responses to common queries, equipping customers with immediate, 24/7 self-service support directly within a familiar messaging interface. This capability enabled customers to resolve frequent issues efficiently without requiring human agent intervention, thereby ensuring timely assistance and a consistently smooth experience, even during periods of high demand or outside standard service hours.
By strategically deploying Omnichat’s AI solutions, Eatizen moved beyond traditional marketing limitations, turning vast data assets into actionable intelligence. The innovative application of AI for precision segmentation, hyper-personalised communication via WhatsApp, and automated customer service via intelligent chatbots not only addressed previous inefficiencies but also unlocked significant new value. This demonstrates how forward-thinking enterprises like Maxim’s Group can leverage sophisticated AI tools to create truly seamless, personalised omnichannel experiences that resonate deeply with customers, foster loyalty, and drive sustainable business growth.
Built on Amazon Web Services (AWS), Omnichat provides Maxim’s Group with the highly reliable and secure platform needed to manage millions of customer interactions at scale. This ensures a consistently smooth experience for their customers, even during peak demand, while allowing for the rapid deployment of new, innovative conversational commerce features.
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