How Restaurant Loyalty Programs Have Evolved in the Digital Age
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Technology has changed many facets of the restaurant industry. Learn more about how it has tackled loyalty programs
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How Restaurant Loyalty Programs Have Evolved in the Digital Age
- 1. The Game Has Changed Evolution of Restaurant Loyalty Programs Core Restaurant Marketing
- 2. Why Do We Need Loyalty Programs • Competition • Competition has increased from chains and other non traditional outlets such as grocery stores and online ordering sites • Build or maintain restaurant traffic • Restaurant traffic has been declining steadily over the past few years - Since 2013 • Customer database • How do you communicate with your customers outside of a visit to your restaurant. • Generate repeat visits • Properly designed programs will increase customer frequency • Higher check averages • Purchase data indicates check averages 10% higher than traditional customers Core Restaurant Marketing
- 3. Roadblocks to Success • Data gathering • POS system integration • Implementation of programs. Ease of use • Employee involvement • Follow up communications with customers Core Restaurant Marketing
- 4. The Evolution - Driven by Technology • Neighbors Telling Neighbors • Punch Card Programs • Loyalty Cards • POS Programs • WIFI Marketing Programs
- 5. What Works Best • Smartphone has changed everything • No Turning Back • POS Systems are not marketing tools • Employee engagement is a problem in many areas • Free WIFI is now a competitive advantage or disadvantage • Automated email marketing programs makes implementation easy Core Restaurant Marketing
- 6. Case Studies Customer Type Annual Sales Volume Employee or software database collection 30 Day average 30 day results after WIFI Marketing Implementation Had no customer database building strategy $1.8 million 0 208 Had Database from in house online ordering system $1.4 Million 20 203 Had a traditional Loyalty card based program $700 K 5 81 Core Restaurant Marketing
- 7. Does Email Marketing Work • Key goal to effectiveness is to build a consumer database • Typical Email open rates • Email – 24% • Walk through rate of a repeat customer 30% • Database of 1000 names means 80 people will come back in as a result of the email • Average check of $50 yields a return on $4,000 on a monthly email marketing campaign. • Automated email marketing campaigns • Labor free after initial campaign setup Core Restaurant Marketing
- 8. Loyalty Program Effectiveness • Builds a customer database • Rewards behavior to generate repeat visits • Offer special promotions to your best customers • Thank You programs • Birthday programs • Anniversary program • Special offers / events • Bring back lost customers • Focus on those who have not returned on 90 days Core Restaurant Marketing
- 9. To Change Your Game Get a free assessment of what a loyalty program can do for you. Contact Core Restaurant Marketing 888-890-9492 x 1 info@corerestaurantmarketing.com Core Restaurant Marketing