How data analytics transformed M&M Food Market

Andy O'Brien, CEO of M&M Food Market, is photographed in the company's Toronto offices. At M&M Food Market, the most valuable product isn't necessarily the food, but the mix of different ingredients the company uses to grow in Canada's highly competitive grocery and prepared meals sector. The recipe isn't complicated: Take a well-known brand – M&M Meats until the company rebranded in 2016 – add a helping of customer data and sprinkle it with predictive analytics and artificial intelligence tools. A company that has gone from a niche purveyor of bacon-wrapped filet to a data-driven prepared-food business tuned into customer habits and desires. M&M's mission today is to be agile and attentive to the appetites of millions of regular customers across Canada, says its chief executive officer, Andy O'Brien.