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The Secret Recipe of Best-in-Class Restaurant Loyalty Programs

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Jim Griffin, founder of Lassu Loyalty, shares best practices for design of customer loyalty programs for resuarants. #customerloyalty #loyaltymarketing www.lassuloyalty.com

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The Secret Recipe of Best-in-Class Restaurant Loyalty Programs

  1. 1. The Secret Recipe: Best-in-Class Restaurant Loyalty Programs
  2. 2. The Restaurant Business is Like Dating Just-in Winking at us Warming Up Going Steady Lost Losing Interest First visit Been in a couple of times Chatting with the owner and staff a Regular Customer Less frequent visits
  3. 3. What is Loyalty Marketing? the effort to identify, maintain and increase the yield from best customers through long-term, interactive, value-added relationships
  4. 4. What Restaurant-Goers Do Now... (and what they would do) 36% Have Joined a restaurant loyalty program 80% Would Join If their favorite restaurant had a program Source: Technomic, Market Intelligence Report, 2013 58% Would Visit AGREE: “I am likely to base my decision about where to dine, based on whether or not I am a member of the restaurant’s loyalty program.”
  5. 5. The Power of Loyalty Marketing 35% Increased Visit Frequency Due to restaurant rewards program Source: Loyalogy, Loyalty Pulse Study, 2013 65% Would Recommend to friends, if the restaurant has a good loyalty program.
  6. 6. What about a “punch card”? Easy to implement No contact information Vulnerable to cashier fraud Rewards are routine, boring... basically, a discount No segmentation No communication
  7. 7. What Do YOU Want Your Best Customers to Do? • Make you their first choice? • Plan their birthday party with you? • Refer their friends? • Rate you on Trip Advisor? • Use you for catering? • Come in during non-peak hours? • Order extras – like wine and dessert? • Order take-out?
  8. 8. 5 Good Restaurant Programs Let’s see why they are effective...
  9. 9. Beefeater Program Key Features • Online Activation or via Call Center • 300 Bonus Points for Activation • Rewards Expressed as Tangible Benefits • Notice that First Reward is Possible after Spending 40.00 (equivalent to 3-4 meals.) Mechanics • Earn = 5 Points for every 1.00 Spent • Reward: 500 Points = 5.00 • Redemption is in blocks of 500 Points • Equates to a 5% Reward 300 Bonus + 200 Earned = 500 Reward
  10. 10. Why the First Redemption Matters Earn Rates Increase by up to 8X After claiming a first reward 8X Source: LoyLogic, the Loyalty Guide 6, Section 1.4, pp. 25-26.
  11. 11. Hard Rock Program Key Features • Two program levels: FREE and VIP • FREE earns 20 points for each $1 USD • VIP earns 30 points for each $1 USD • New Members Are Entered to Win Great Prizes • (All Expense Paid Trip to Hard Rock Hotel, Orlando, Florida) • Monthly Offers • Commemorative Hard Rock Collectibles for Reaching Member Milestones
  12. 12. Black Tier members and a guest are also invited to an annual VIP catered yacht ride around the New York harbor.
  13. 13. An app is a great way to create even deeper engagement.
  14. 14. This is an Activation Strategy This is equivalent to a free meal. If it’s a party of two, it’s like a 50% discount. The bigger the group, the less expensive the discount will be.
  15. 15. Members are rewarded for posting about White Csstle on social media.
  16. 16. New members get two free hamburgers (called “Sliders”) for signing up. They also earn points for completing activities online.
  17. 17. OK – Let’s Summarize...
  18. 18. 3 Steps to Get Started (or to get Re-started) 1. Plan • Review overall company business objectives • Benchmarking • Obtain voice-of-customer feedback • Segment based on demographics, lifestyle, needs • Tiering / scoring based on RFM data • Identify target groups • Identify desired member behaviors • Determine loyalty program objectives and KPIs 1 2 3
  19. 19. 3 Steps to Get Started 2. Build • Create a promotional currency, determine the value • Determine how members will earn and burn points • Ensure that rewards are relevant, attainable and worth the effort • Create a simple enrollment process 1 2 3
  20. 20. 3 Steps to Get Started 3. Get Creative • Focus on customer relations. Build a mutually-beneficial relationship. • Create tailor-made offers. • Recognize and reward best customers. Create brand advocates. • Use simple, direct communication. Keep offers fresh and exciting. • Imagination creates winning advantage.  Technology is merely an enabler. 1 2 3
  21. 21. Loyalty Planning Framework This need not be a long, protracted process, but it is wise to follow a framework when thinking about customer loyalty, so that important considerations are not skipped over. Doing this produces a more reliable outcome.
  22. 22. Let’s explore the possibilities! Jim Griffin jim.griffin@lassuloyalty.com

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