The partnership will allow IRI clients access to data on on-premise consumer purchases (e.g. food purchased and consumed at a restaurant), which can be integrated with existing IRI off-premise food purchases (e.g. products purchased at supermarkets and consumed at home). The intention is to offer marketing clients “a more complete view of the shopper”.

IRI recently announced a collaboration with Technomic to produce Restaurant to Retail Insights, integrating shopper habits at retail with spending patterns at major chain restaurants.

“Our alliance and investment in GuestMetrics furthers the IRI strategy of helping manufacturers and retailers gain new levels of knowledge about how people research, shop and consume food and beverage products everywhere — from bars to restaurants, to homes,” said Piyush Chaudhari, president of the Americas, IRI.

“We believe integrating GuestMetrics’ data in the restaurant and food service space with IRI data will enable CPG decision makers to drive growth of their brands everywhere they are sold.”

• IRI has also announced its involvement in a recently formed consortium focused on improving measurement of Hispanic-focused marketing campaigns. More information can be found here.