Digital Coupon Campaigns for QSR and Optimization of Their Creation Process

This bachelor's thesis focuses on optimizing the process of creating digital coupon campaigns for an international quick-service restaurant (QSR) chain operating in the Czech market. In the context of the growing need to enhance the efficiency of digital marketing, the goal of the thesis is to reduce the time and financial demands of preparing these campaigns through automation. The optimization was carried out based on the Business Process Reengineering (BPR) framework, which allows for a fundamental reassessment and reorganization of business processes. The thesis includes an analysis of the existing process, followed by the design and implementation of an automation solution in Microsoft Excel using Visual Basic for Applications (VBA). The proposed solution resulted in an 83% reduction in the preparation time for coupon campaigns and simultaneously allowed for a 56% reduction in financial costs associated with this process. In conclusion, it can be stated that the application of the BPR methodology in combination with simple automation tools represents an effective way to increase operational efficiency. The findings also open the door to future expansion of the solution to other areas of marketing practice and further exploration of the integration of advanced tools, including artificial intelligence.