Visit challenges are a great way to boost sales and increase customer engagement while motivating guests to dine more frequently. With the help of machine learning, this marketing technique has evolved from using the same challenge for all guests or even segments of guests to fine-tuning both the number of visits required and the timeline for completion. The approach has been shown to engage more customers without increasing discounts or cannibalizing sales.
HuHot Mongolian Grill, a 65-unit all-you-can-eat stir fry concept, had run simpler versions of visit challenges in the past. The members of its loyalty program were assigned different visit requirements based on the bands they belonged to, and the promotion would last for two weeks. But the results left considerable room for improvement.