Woops! Macarons & Gifts makes French macarons and gifts for retail and corporate customers, events and special occasions. It sells through a mix of franchise kiosks and mobile trucks across the country.
Matt, Woops!'s vice president of franchise operations, supports the franchisees who run those locations. That covers their sales, day-to-day operations and presence in the community. It also covers the details customers use to find a store: business listings, reviews, opening hours and promotions. He does it with a small team.
According to Matt, Woops! has worked with Synup for almost a decade. Matt's team now uses Sydekick, Synup's AI agent, for the recurring updates described below.
"It's really how we keep local presence consistent across locations without a massive team managing and overlooking everything," Matt says.
01 Before Sydekick
Before: one task, over and over
Matt describes local marketing at Woops! before Sydekick as "somewhat of a manual process" that came down to "priority and man hours." The jobs he lists are routine:
- updating hours for holiday schedules
- adding a new phone number or updated contact information
- finding duplicate listings left by previous owners or test accounts
Each change had to be made and checked on Google, Apple and other platforms, not just one. The goal was to keep information consistent and catch anything out of date.
Reviews could sit until someone on the team had time, or until a franchisee looked at them. Matt says response rates were "a little inconsistent" from store to store and across time zones.
For Matt, the painful part was repeating the same task across locations without a good way to know exactly what was live.
02 The workflow
A prompt, an analysis, an approval
Matt describes working with Sydekick as "a direction and then action."
"You put a simple prompt, it does an analysis and it gives you the answer," he says. If the result needs adjusting, the team gives more direction. "Then you just hit approve or deploy and it makes those multi-unit updates in a matter of seconds."
Matt says that frees the team to focus on "the business at large" and on improving shoppers' experience with the brand.
What the team gives direction on
Recurring updates across locations
- Holiday hoursSet up as a scheduled update
- Business categoriesConsistent labels across platforms
- Social postsBuilt to each platform’s requirements
“A direction and then action”
How Matt describes each update
- A simple promptThe team gives Sydekick a direction.
- An analysisSydekick analyzes and “gives you the answer.”
- More direction, if neededIf the result needs adjusting, the team gives more direction.
- Approve or deployThe team approves, and the update goes out across locations.
03 Hours
Scheduling holiday hours
Holiday hours were Matt's first example. During the holiday season, Woops! locations tend to open earlier and close later.
When the team knows a location's seasonal hours, it sets them up with a prompt as a scheduled update. Sydekick asks for confirmation of the start date before the new hours go live.
"It essentially asks for confirmation, but it's one less thing that we're having to do," Matt says.
04 Categories
Reviewing business categories
Depending on the platform, a business that sells macarons and gifts can be tagged as a bake shop, a gift store or a chocolate shop. Matt says Woops!'s labels were "all over the place."
The team prompted Sydekick for consistency across locations. Sydekick returned a quick analysis of how Woops! was being labeled, along with recommendations. The team added recommendations of its own, then deployed the changes across platforms.
From analysis to deployed changes
05 Reviews
Review responses and follow-up
When reviews come in, Matt says, Sydekick can notify the individual location or someone on his team. Woops! can also set up a pool of pre-built responses by rating level. For five-star reviews, that means a set of thank-you replies ready to use.
When a review describes a poor experience, the team has pre-generated responses it can use. The notification also gives the team a chance to follow up with the customer directly. Matt describes the goal as "doing the right thing by our customers" and making sure they "leave happy and come back to shop with us again."
- A review comes inSydekick can notify the location or someone on Matt’s team
- A response is readyPre-built responses by rating level, from thank-you replies to poor experiences
- The team follows upA chance to reach the customer directly
He also uses review analytics that cover all of Woops!'s locations, broken out by star rating, with recommendations for raising ratings. The recommendations help the team ask where a pattern comes from. "Is it something that's specific to the location? Is it an employee issue? Is it a location issue?" Matt says. Or is it something to do with the real estate? He calls it "tangible information" that helps the team keep improving the customer experience.
07 What changed
What changed
Asked to sum up the change in one sentence, Matt said: "We really stopped managing our local marketing and really just started letting it run."
For social posts, he describes managing the work with "a few simple prompts" instead of hours of labor.
To see how Synup works with franchise brands, explore Synup for franchisees, Synup Presence and Synup Social.
06 Social
Social posts
Woops!'s marketing team used to meet weekly to keep posting consistent across Facebook, Instagram, TikTok and X. Matt estimates that the team now builds social posts in half the time. It also gets suggestions for what's trending and the best times to post for visibility and click-through.
½
Half the time to build social posts
Matt’s estimate; not independently measured.
What Matt says he hadn't experienced before is that the tool "knows the specific requirements per platform":
Before, a post could hit errors at deployment because something didn't fit. Now, Matt says, "It's already being done as you're building the post."
The team schedules posts for the days and times it expects to be most effective. It runs what Matt calls "a drip campaign": posting semi-regularly, with different content for different demographics across X, Instagram, Facebook and TikTok. He says the team gets analytics back on those posts, including how many people are viewing and clicking through. He calls that information "invaluable."