The Loyaltees Awards highlight leading and innovative brands in the restaurant and retail industries. When it comes to incredible guest engagement strategies, this year's winners set a new standard of excellence.

 
 

Paytronix Mobile Platform and Campaign Tools Keep Tavern in the Square on Growth Trajectory

"The Paytronix mobile platform ensures that our guests have the same experience with our Tavern Insider loyalty program whether they access it online or via their phones. Our customers are enthusiastic about the mobile app and, on average, we've experienced one thousand downloads a month since we first introduced it. With more than 50 percent of our loyalty members using the mobile app, Tavern in the Square has quickly adopted a mobile marketing strategy that lets us segment and reach our members with targeted, highly effective campaigns." - Stephen Desousa, CEO, Tavern in the Square

 

The Organization: Founded in 2004, Tavern in the Square has evolved from a single sports bar in Cambridge, Massachusetts' Central Square to a local group of 10 full-service restaurants. Found throughout the greater Boston area, the restaurants feature sizable bars and patios. Each location continually adapts to fit the community in which it is located, creating a fun and casual atmosphere that is enjoyable for all ages.

The Challenge: When Tavern in the Square grew to about eight locations, it realized its guest profile had changed. Whereas the original Cambridge restaurant catered to a hip, young bar crowd, its newer suburban restaurants attract more young professionals, ages 25 to 35.

To reflect this new demographic, Tavern in the Square rebranded its restuarants with a new look and feel that better expressed the restaurants' role as a casual dining group with a sports bar element. However, the group needed to go beyond a cosmetic facelift to retain customers. It realized that its strategy needed to be more personalized to the individual guest.

The Solution: 

In February 2016, Tavern in the Square launched the Tavern Insider loyalty program. One month later, it debuted a branded version of the Paytronix mobile apps for IOS and Android.

The Tavern Insider core program is based on a simple point structure with one point for each dollar spent. When the member reaches 150 points, they automatically receive a $10 reward that can be redeemed any time, at any restaurant. Members can earn points whether ordering a meal for two, or booking a large-scale catering job.

Paytronix has made it easy for Tavern in the Square to create a loyalty program that is convenient for both its staff and guests to use. At the same time, the platform provides all the tools Tavern needs to drive incremental visits by leveraging the member behavior data collected through the Tavern Insider program. As the chain adds more restaurants and more guests join the program, Tavern will continue to see the positive impact the program is delivering to the brand. 

From the start, Tavern in the Square has used the Paytronix account filters to segment its guests in multiple ways, such as age, location, last visit date, visit frequency, and more. This enables the marketing team to design and deliver relevant promotions. Because the segmentation is so effective, opt-out rates for Tavern Insider emails are very low. 

Results: Early on, about 300 people per week were joining the Tavern Insider program. This was largely due to a highly motivated restaurant staff, which had been educated on the program benefits and was rewarded monetarily for results. However, once the mobile apps debuted, enrollment snowballed. From March 2016 to March 2017, on average, one thousand guests per month downloaded the new app and registered to join, rapidly increasing membership to 19,000 in just 12 months. Today, mobile members now account for half of member transactions.

Cohesive Brand Experience - In launching its mobile app, Tavern in the Square sought to create a unified experience for guests across all its customer touchpoints. Creating digital environments that match the brand's presence was fast and easy with the Paytronix mobile platform. Tavern Insider makes it easy for guest to join, check balances, and redeem rewards through its mobile responsive web pages, mobile responsive email and apps that are designed for member convenience and reliability. 

Geofencing - The Paytronix mobile platform also gives Tavern a new set of mobile marketing tools, such as push-pull messaging and geofencing. Geofencing enables it to target loyalty members within a radius of a restaurant. In January, a buy-one-get-one-half-off offer was pushed out via geofencing. The restaurant saw a 50 perent increase in restaurant sales in one day.

Robust Analytics - Tavern in the Square measures the ROI of each campaign to make sure it's not giving away product for free and vannibalizing its own sales. For instance, it determined that a Get 15% Off Christmas Gift card promo had tripled gift card sales and gerated a profit. 

Customer Insights - Paytronix enables management to see who is coming into the restaurants, when, and to understand why, too. For example, a recent "we miss you" campaign offered a free appetizer to Tavern Insider members who had not visited within the past 30 days. Using Paytronix, marketing executives drove $96,000 in revenue with a $9,000 investment.

Scalable System - Although Tavern insider was launched to support 10 restaurants, the group plans to open at least two restaurants a year and belives that Paytronix will help it scale the loyalty program to 100 restaurants or more.

Discover How to Drive Incremental Visit and Spend

Pinkberry wanted to create a promotion for its new Pinkbee’s™ low-fat milk ice cream product that would compel loyalty members to act and drive a sales and visit lift over the busy Fourth of July weekend. 

Spoiler alert: Open rates aren't always a good indication of email performance. 

 

Download this Paytronix case study and discover how Pinkberry was able to drive incremental visit and spend.