Product-on-a-card is a special type of gift card that allows you to place a number of menu items on a card, rather than dollars. For example, you might issue a card with a dozen milkshakes to be redeemed one per month for 12 months.
When your guests become immune to sales pitches for standard gift cards, stir up new interest by inviting them to purchase a “milkshake-for-a-year” card. The novelty of the request offers a chance to engage with guests and get them excited about your popular menu items.
Product-on-a-card programs also provide alluring benefits to you. They boost overall gift card revenues. Our clients have realized a jump in gift card sales of as much as 20% after introducing product-on-a-card programs. Plus, by raising your guests’ visit frequency, you also garner a higher share of their spending.
Product-on-a-card offers are sold at a discount based on the expected redemption rate. Yet, despite the discounted price, these programs provide a superior financial return. Unlike traditional gift cards, you can target product-on-a-card programs for your higher margin, “signature” menu items to expand your guests’ buying behaviors, and to create opportunities to increase their spending at your restaurants.
There are many different types of product on a card programs that restaurants can use to engage guests, including:
- One-a-Month Gift Programs
- Contests
- Baker’s Dozen
- Dinner-for-Two
- Kids’ Club
Kids’ clubs are a special product-on-a-card program. Children have a huge influence on the buying decisions of the entire family. A Kids’ club is a way for a restaurant to build popularity and affinity with this important demographic. A Kids’ club -- with a personalized card -- is a great way for the kids to emulate parent behavior, empowering them as part of the program.
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View Andrew Robbins on Product on a Card
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