This document discusses the results and ROI of loyalty programs for restaurants based on real case studies. It provides examples of how loyalty programs can increase enrollments, ticket averages, customer frequency, and convert new customers into regulars. One case study found loyalty program enrollments were 3.38x higher than an email-only program. Loyalty customers also had higher ticket averages of $2.14 more than non-loyalty customers. Additional case studies found loyalty programs increased the likelihood of new customers returning multiple times and increased the number of transactions per customer. The document estimates the total monthly ROI of a loyalty program could be $6,632 or more after accounting for increased sales and reduced marketing costs.

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Restaurant Loyalty ROI
Real Results from
Real Restaurant Case Studies

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• Enroll new customers – X per month
• % of store transactions by loyal customers
• Increase customer frequency
• Turn new customers into regulars
• Increase ticket averages
• Reduce indiscriminate discounts
• Prevent customer loss
Loyalty Goals

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Average E-mail club new members, per
month, per location
Average Loyalty new members, per month, per
location, over 8 months
Higher enrollments than e-mail club alone
ROI Examples
29
98
3.38x
Increase Enrollments
Case Study: 5 store pilot at a fast casual/delivery national pizza chain. Previously used a
web-based e-mail only system. Switched to SalesBuilder with integrated POS sign ups
& rewards.
A Large, active customer database can not only
help your marketing program, it can add to your
business valuation!

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ROI Examples
Higher ticket average for loyalty
customers vs. non loyalty customers
(even with loyalty discounts)
$2.14
Increased Ticket Averages
Case Study: 4 locations analyzed over a 3 month period, 4 order types compared.
Dine In To Go Pick Up Delivery
Loyalty Member
(4 store ticket av.)
$12.23 $14.71 $25.17 $37.60
Non Loyalty
Member
(4 store ticket av.)
$8.83 $10.89 $24.50 $36.92

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ROI Examples
Average # of NEW Loyalty customers
who returned at least once after initial
order (3 mo. period studied)
27%
12%
Average # of NEW NON-loyalty customers
who returned at least once after initial order.
Turn New Customers
into Regulars:
Case Study: 10 store fast casual/delivery pizza chain. We analyzed their POS
records to see how many new customers are coming back.
The loyalty messages are really helping bring new
customers back for another visit!

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ROI Examples
Average # of NEW Loyalty customers
who returned at least TWICE after
initial order.
14%
3%
Average # of NEW NON-loyalty customers who
returned at least TWICE after initial order.
Turn New Customers
into Regulars:
And in the same study …

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ROI Examples Turn New Customers
into Regulars:
And in another, similar study of 4 locations, we looked at all the new customers in
their POS database from January – May, 2013.
Ordered 2+ times Ordered 3+ times
Loyalty Customers 41% 22%
Non-Loyalty Customers 12% 4%
New customers who joined this loyalty program were over 5x more likely to order
3+ times than new customers who didn’t join!

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ROI Examples
Average transaction count of new
Loyalty customers over 3 months.1.66
1.17
Average transaction count of new, non-loyalty
customers over 3 months.
.49 Difference in 3 months = $22.90 added value
per loyalty customer per year.
Increased Customer
Frequency:
Case Study: 10 store fast casual/delivery pizza chain. We analyzed their POS
records to see how frequently their customers are ordering. $11.45 tick. Av.

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ROI Examples
Average transaction count of new
Loyalty customers in first 60 days.1.63
1.09
Average transaction count of new, non-loyalty
customers in first 60 days.
.54
Difference every 60 days . Loyalty ticket
average of $29.91 = $96.90 added value per
loyalty customer per year.
Increased Customer
Frequency:
Case Study: 5 store fast casual/delivery pizza chain. We analyzed their POS
records to see how frequently their customers are ordering.

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ROI Examples
Loyalty customers order, on average,
once every 54 days.54
72
Non loyalty customers order, on
average, once every 72 days.
Increased Customer
Frequency:
Case Study: 5 store fast casual/delivery pizza chain. Another way to look at how
often loyalty customers order

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Adding up the ROIROI Examples
Average monthly loyalty
transactions
180 x $2.14 higher ticket average = $385.20 per month
Convert an extra 20% of new
monthly customers
10 x $25 ticket average, .815 average orders
per month
= $203.75 per month
Increased frequency of loyalty
customers
1500 x 2.5 extra orders per year, $25 ticket av. = $93,750 per yr
=$7812.50 per month
Total Increased Sales, less 30% food cost: =$5,881 per month
Reduced marketing costs Eliminate wasteful, non targeted
marketing spending
=$500 - $1000 per
month.
Total Monthly ROI: $6,881 per month
Less: Monthly Loyalty Program Cost ($199 - $249) per month
Net ROI: $6,632 per month
Assumptions: Enrolling 100 new members monthly; 50 are new customers, 50
existing customers. 1500 total active members. Ticket average $25.

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GRS SalesBuilderLearn More
• Fully automated e-mail & text based loyalty program
• Sign up on website, via integrated POS and Online Ordering, or
text to join
• Send messages based on pre-defined triggers for welcome,
rewards, lapsed customer, birthday, anniversary, “near a reward”,
spending achievements, holidays, and more.
• Issue secure, individualized, trackable offers.
• Affiliates, referrals, Facebook integration, surveys, e-mail /sms
broadcasts, reporting and more.
Call 800-750-3947 or visit
www.granburyrs.com for more info