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The article is about how the CKE Company used Business Intelligence System (BIS),
known inside the company as CPR, to rescue itself from bankruptcy in 2000 and started
turning into profit in 2003. When introducing its new product, the Monster Thickburger,
across the US market, CKE was confident that it was going to boost the sales and profits at
restaurants without affecting sales of other burgers. By using CPR model, CKE was able to
monitor the performance of its Monster Thickburger in test markets, and after the results
exceeded initial expectation, CKE decided to launch this product on the market. Sales
increased immediately. It was obvious that BIS was needed for CKE in making strategic
decisions about monitoring food costs, closure of underperforming stores, improving data
quality, and thus enhancing operations and bottom lines. The importance of BIS also
underlines in focusing on a companys performance indicators such as sales and cost of
sales, underperforming or over performing business areas, and historical and future trends.
How does the BIS at CKP add value to the business?
In this case, BIS clearly added a great value to the business because it turned a nearly
bankrupted company into a profitable one. CKEs BIS managed to convert data,
information to knowledge, then to a right business decision. Base on the sale data of
