Daniela Neves is Head of Strategy and Digital Products at Cia Tradicional de Comércio, one of Brazil’s leading bar and restaurant groups. She oversees CRM, digital media, delivery platforms, and loyalty programs—blending strategy, technology, and human insight to elevate the customer experience across channels.
Through this article, Daniela Neves shares how her cross-industry experience shapes a human-centered approach to digital strategy in food service. She emphasizes empathy, team alignment, and thoughtful technology use to build authentic, connected customer journeys across platforms.
From Retail Roots to Digital Leadership: Building Strategy Where None Existed
My career began in retail, where I honed my ability to listen, observe, and understand customer behavior—skills that remained central as I moved into e-commerce, CRM, and performance marketing. My time at innovation-driven companies gave me agility and a strategic mindset, which now guide my work leading digital strategy and product development at Cia Tradicional de Comércio, one of Brazil’s largest food service groups.
When I joined, there was no digital roadmap—only a discontinued product and the need for a reset. Before launching anything new, we established a clear strategy and set tangible goals. This groundwork led to the creation of a digital marketing function with three core pillars: media/CRM, Customer Relationship, and the CiaTC Benefits Club, integrated with our proprietary delivery app.
Launching the Benefits Club was a turning point. It wasn’t just about business results—it brought together technology, customer experience, and emotional connection. That intersection has always been the thread running through my career.
Blending Retail, E-Com, and Hospitality: Digital Should Feel as Warm as a Dining Room Welcome
My diverse background taught me one constant: human insight is essential. Retail taught me to read behavior. E-commerce gave me scale and data discipline. But food service adds something deeper: emotion. It’s about shared moments and memories, which change how we approach digital.
Technology should amplify empathy, not replace it. Real transformation starts when every touchpoint reflects the same care you’d expect at the table
At Cia Tradicional, we treat every digital experience as an extension of our restaurants. That means thoughtful tone, curated content, and a clear intent to connect, not just transact. Every initiative is rooted in customer centricity, with one goal in mind: to mirror the warmth, surprise, and connection our guests feel at the table.
Delivery Platforms and Chatbots: Control, Care, and the Power of Intention
Proprietary platforms are part of a broader shift toward disintermediation and personalization. They give us control over the customer experience, data, and service quality in ways third-party marketplaces can’t. That’s why we’re integrating our Benefits Program directly into our delivery app. It’s not just about facilitating orders; it’s about delivering relevant content, loyalty features, and tailored engagement.
Chatbots, especially with AI, can provide scalable, consistent service—but only when thoughtfully designed. We’ve begun piloting and refining flows for recurring requests to ensure they add value without eroding human warmth. Automation should never replace care. The future of food service lies in striking the right balance between tech and empathy, because in the end, the intention behind the tool makes the difference.
Authenticity in the Age of Automation: Tech is a Tool, People Build the Bridges
The real challenge with AI and automation is keeping interactions authentic. Personalization isn’t just inserting a name—it’s about context, timing, and delivering something that matters. That’s how you preserve brand empathy, even through a screen.
We focus on trust by setting clear data usage rules, aligning workflows to the customer journey, and respecting privacy at every step. There are no spammy messages or hollow automation. These thoughtful touchpoints reflect the same care you'd expect in person. At the same time, tech enables interaction, people, and purpose create the connection.
Designing a Loyalty Program Across Brands: It’s Not About Discounts, It’s About Connection
From day one, we approached the CiaTC Benefits Club as a relationship platform, not a discount machine. It’s built around a lifestyle: for people who value great food, meaningful moments, and memorable experiences. The foundation rests on relevance, curatorship, and brand coherence.
We deliberately avoided generic offers. Every benefit is a thoughtful gesture designed to surprise and reward genuine loyalty. It’s an integrated journey that connects our app, physical venues, and communication channels. That requires robust data governance and constant monitoring of customer signals.
The rollout is still in early stages, but initial feedback through qualitative testing and active listening has been very positive. We see it as more than a program; it is an authentic extension of who we are.
The Hidden Hurdle in Digital Transformation: It Only Works When Everyone’s Aligned
A major challenge that often goes unnoticed is the gap between digital and operational teams. Too often, digital transformation is treated as a separate initiative. But in food service, where everything happens in real time, it must be woven into daily operations, service, culture, and mindset.
An excellent app experience doesn’t mean much if the on-site team isn’t aligned. That’s why we focus on continuous training, transparent communication, and cross-functional collaboration at Cia Tradicional. True transformation happens when everyone, from leadership to waitstaff, is part of the journey.
People also forget one more thing: maturity takes time. This isn’t a race. It’s about consistency, clarity, and a willingness to evolve purposefully.
Advice for the Next Generation: Start With People, Not Platforms
The biggest lesson? Always begin with people. Before diving into tools, trends, or KPIs, take the time to understand your customers—how they think, what they need, and in what context.
Empathetic listening is your strongest skill. Technology should amplify that, not replace it. Stay adaptable, because what works today might not work tomorrow. And remember: strategy is never a solo act. Real impact happens through collaboration—across teams and with the customers you're trying to serve. Connection always comes before conversion.
