GSummit SF 2014 - “See You Tomorrow”: How Applebee’s Restaurants are Retaining Hourly Workers and Driving Sales with Gamification by Robin Jenkins @RobinJenkins

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  • 1. BEE BLOCK Engage Employees – Motivate For Success @RobinJenkins #BeeBlock
  • 2. WHY GAMIFICATION? (why not?) 0% 20% 40% 60% 80% 100% 120% 140% 160% Hourly Turnover INSANE TURNOVER Bank Tellers Industry Average RMH 125% 73% 27% AGE OF RMH HOURLY EMPLOYEES 14-31 32+ 73% 16-31 years old 135% 30% ENGAGEMENT CRISIS Unengaged Employees Engaged Employees 70% of employees are unengaged
  • 3. …BUT HOW TO GAMIFY? • No employee website or portal • Bee Block website • “Bee TV”
  • 4. Gamification Tip #1: Give people goals. People love feeling like they are working toward something.
  • 5. BEE BLOCK LEADERBOARDS @RobinJenkins #BeeBlock
  • 6. GLOBAL PICTURE
  • 7. BEE TV
  • 8. BEE TV
  • 9. @RobinJenkins #BeeBlock
  • 10. TECHNICAL WORK • Identified what data we could pull from current systems vs. what we’d have to manually track • Point of Sale • Neighborhood University (Training) • Employee behaviors • Custom Manager page to select daily contest winners • Flexibility Gamification Tip #2: Buy IT beer and/or Red Bull. You just created a lot of work for them… Bee Block (website and TV) Nitro (Bunchball) Point of Sale Statretreiver Roger Somers: @usyrilusion #BeeBlock
  • 11. RESULTS • Implementation Phase complete 6/20 • Turnover • Check Average • Featured Contests • Engagement 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% 120.00% 140.00% Sept. 13 Oct. 13 Nov. 13 Dec. 13 Jan. 14 Feb. 14 March 14 April 14 May 14 Turnover Bee Block Launch
  • 12. WHO IS USING BEE BLOCK… Returning Visitors New Visitors 90% RETURN VISITORS Mobile Phone Desktop Computer Tablet 85% MOBILE PHONES
  • 13. @RobinJenkins #BeeBlock
  • 14. WHAT THE EMPLOYEES ARE SAYING… “I just wanted to say that I love the new Bee Block app. It’s really an incentive to do well and also to sell certain things!!! I feel like when I go to work now it’s exciting and we’re in a game and not only are we taking care of customers but we’re striving to push those things for extra points and it really makes it fun!! It just makes things more exciting!” “I’m really enjoying this new contest – great idea and a lot of fun! Thanks for your work in making this an enjoyable job.” -- ‘A person that likes competition’
  • 15. WORK IN PROGRESS • Rewards (July 1) • Guest Experience Measurement (GEM) Scores • User Interaction • User Preferences (Day/Night Server)
  • 16. #BeeBlock @RobinJenkins