Title: Haidilao: Orchestrating personalized email journeys with AgentOS URL: https://www.infobip.com/customer/haidilao ## Haidilao: Orchestrating personalized journeys with AgentOS 2.72x higher CTR 2.14x higher open rate 95% email delivery rate ![Haidilao logo](https://cdn-web.infobip.com/uploads/2026/08/haidilao-logo-black.png) Share Share to Facebook Share to X (formerly Twitter) Share to LinkedIn CHALLENGE ## Keeping customer engagement relevant across global markets Haidilao is a global hot pot restaurant chain known for creating memorable dining experiences. With more than 1,000 restaurants across Asia, Europe, North America, and other markets, the company has built a loyalty program with more than 200 million members. That focus on hospitality means the brand is always looking for new ways to stay connected with members, encourage bookings, promote available offers, bring inactive members back, and give customers more reasons to return. As Haidilao expanded internationally, customers in different markets had different preferences for staying in touch with their favorite restaurant. They already held valuable data in its internal systems and data warehouse. The challenge was turning that information into timely, relevant communication without adding more manual work for its regional teams. For that reason, Haidilao needed a way to unify and automate customer communications for the overseas markets outside Greater China, regardless of which channel customers preferred. This meant segmenting members by behavior and channel preference, building automated nurture journeys, and adapting communication to the needs of each market. SOLUTION ## Turning customer data into personalized journeys at scale Haidilao partnered with Infobip to bring customer data, audience segmentation, and journey orchestration together through AgentOS. The platform supports regional email journeys and mobile push globally, helping teams personalize communication while maintaining a consistent view of each customer. Through APIs, Haidilao integrated selected profile, transactional, and engagement signals from its internally developed CRM and marketing systems into Infobip’s customer data platform, while keeping its internal systems as the systems of record. This included data such as: 1. The customer’s most recent visit 1. Average spend 1. Coupon availability and usage 1. Purchase and membership activity 1. Engagement with previous campaigns With this data available on our customer data platform, Haidilao could segment customers easily and trigger personalized journeys based on behavior. Regional teams could move away from broad campaigns and engage each member according to where they were in their relationship with the brand. ### Connecting each restaurant visit to the next interaction Email became an important part of the journey before and after a restaurant visit, while mobile push gave Haidilao a global channel for direct customer engagement. Haidilao used email for seasonal campaigns, event invitations, coupon reminders, booking prompts, and follow-up communication. Campaigns could be triggered by customer activity, helping the team engage members when the message was most relevant. In Singapore, for example, the team created a journey designed to encourage repeat visits. Customers received a sequence of offers based on their purchase activity, with different incentives introduced as they progressed through the journey. Infobip AgentOS automated the flow so a completed purchase could trigger the next email and offer. The team could manage the journey without manually creating a new campaign after every visit. This gave Haidilao a practical way to turn customer behavior into two-way engagement while keeping the experience consistent for each customer. ### Adapting journeys to local habits The same customer data and journey framework could be adapted to reflect how guests communicate and what they expect in each market. In the Americas and Europe, email and WhatsApp play a more prominent role. Across Asia, the company considers channels such as LINE, Zalo, KakaoTalk, and SMS depending on the market. Mobile push is deployed globally. Today, AgentOS supports Haidilao’s regional email journeys and global mobile push communication. This creates a foundation for the company to bring more regional channels into personalized journeys as its engagement strategy develops. The content of each journey also changes by market. In some regions, messages focus on loyalty benefits, available coupons, and repeat visits. In others, they introduce the Haidilao experience, explain hot pot dining, and connect occasions such as birthdays and seasonal celebrations with a restaurant booking. Infobip also supported Haidilao during onboarding and implementation, helping its teams establish templates, campaign flows, and processes that could be adapted across regions. RESULT ## More relevant campaigns that keep customers engaged By connecting its customer data with automated, personalized journeys, Haidilao achieved stronger email engagement over a six-month period: 1. **2.72x higher click-through rate** 1. **2.37x higher click efficiency** 1. **2.14x higher open rate** 1. **95% email delivery rate** Haidilao now sends around five million emails each month. At that scale, improvements in delivery, opens, and clicks give the team more opportunities to turn engagement into bookings and repeat visits. The new approach has also helped Haidilao engage different customer groups more effectively. Instead of relying on broad campaigns, the company can use membership and purchase behavior to determine who should receive a message and what should happen next. This includes re-engaging inactive members. Haidilao reported that approximately 5% of the inactive members targeted each month returned to dine at its restaurants following targeted communications. The benefits extend beyond individual campaign metrics. Regional teams now have a more structured way to plan and automate email journeys, while Haidilao can learn from customer engagement and continue refining its approach across markets. Building on the results from email, Haidilao is exploring how additional channels such as WhatsApp, LINE, Zalo, KakaoTalk, and voice could support future customer journeys. COMPANY PROFILE Haidilao is a global restaurant brand known for its hot pot dining experience and customer service. The company operates more than 1,000 restaurants across Asia, Europe, North America, and other international markets. Its loyalty program includes more than 200 million members. By combining food, hospitality, and personalized service, Haidilao aims to create an experience that keeps customers connected to the brand before, during, and after each visit.