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.

 
 

Using Promotions to Find Winning Menu Introductions

A growing national quick-service restaurant wanted to test the appeal of new menu items and then refresh its menu with the high-performing selections. The restaurant launched a two-week double-points promotion designed to encourage customers to try the new sandwich selections.

 

The Challenge A growing, national quick serve restaurant wanted to test the appeal of new menu items and then refresh their menu with the high performing selections.

The Program The restaurant launched a two-week double points promotion designed to encourage customers to try the new sandwich selections. Loyalty program members earned two sandwich points with the purchase of a featured sandwich. Members receive a free sandwich after accumulating ten points.

Paytronix enabled this promotion in several ways. Specifically, Paytronix:

  • Identified and segmented the restaurant's registered, opt-in customers.
  • Fixed a 'control group' of registered customers to measure promotion effectiveness.
  • Gathered pre-promotion data to establish baseline visit and spending behaviors.
  • Delivered the promotion via email to targeted customers.
  • Integrated redemption with the POS system to enable fast processing in the restaurants and to provide tracking information on purchases.
  • Provided reporting for performance analysis.

The Results The double points offer proved to be an effective incentive. One-of-every-nine sandwiches purchased by the target group during the promotional period were from the new sandwich options -- twice the historical average adoption rate of new menu items. With integrated POS data, the restaurant very quickly identified which new sandwiches were winners and should be permanently added to their menu.

| Using Promotions to Find Winning Menu Introductions
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.