Have you ever wondered how the popular TV show Game of Thrones relates to the restaurant industry? The parallels may not be immediately apparent, but a fictional struggle for power among warring families isn’t too far off from the battle for market share and guest visits. In fact, what we know about the Game of Thrones characters can be applied to your pursuit of industry dominance. Warning: Spoilers for Seasons 1–7 lie ahead. […]
Delivery has become a hot trend throughout most consumer industries. Amazon Prime Now is delivering more food and other essentials to customers across the country, Starbucks is flirting with delivery, McDonald’s is partnering with Uber Eats, and even 7-Eleven has begun beer delivery in some states.
Given these developments, should convenience stores begin offering delivery? And if so, how should they do it?
It’s no secret that consumer demand is driving the push for delivery. In fact, 52% of millennials would buy from c-stores more frequently if delivery options were offered. And as the generations preceding millennials continue to age, they’ll rely more on delivery as well.
The increased competition comes from both inside the industry – with mega-chain 7-Eleven exploring its options – and outside the industry – with behemoth Amazon moving into the traditional c-store space. Convenience stores may be facing an “adapt or die” proposition, and there are a number of issues that should be addressed before delivery is offered.
First, c-stores need to decide whether to build their own delivery infrastructure or rely on third-party delivery companies like Uber Eats and GrubHub. […]
Restaurants across the industry are increasingly innovating and finding new ways to provide convenient and frictionless experiences. Advances in guest engagement, from Wi-Fi marketing integrations to subscriptions, make it easier than ever for visitors to interact with your brand. They also enable you to determine which messages and promotions will resonate best in the future.
Guest engagement helps you get to know more of your customers and keep them active with your brand. Here are five of the top trends for delivering high impact to your top-line sales:
Looking for ways to update your guest engagement strategy? Today’s loyalty programs don’t just offer discounts – they leverage machine learning to target guests with the offers and promotions most relevant to them while motivating behaviors that increase revenue. In order to be successful, loyalty programs need to enroll as many guests as possible, encourage them to become active members, and drive incremental purchases, so if your impression of a loyalty program is just a digitized version of the old-fashioned punch card, think again!
Here are seven ways to reward guests that can be built into your loyalty program to boost guest activity and ROI for your brand:
1. Experience-Based Rewards
Some loyalty programs reward their guests by providing memorable experiences. This works particularly well for fine-dining brands, which may offer access to exclusive events and allow points to be redeemed for private tasting menus. Some programs also give members a superior dine-in experience through priority seating and the ability to make reservations in advance. Receiving preferential treatment and exclusive experiences makes these guests feel not only valued but special.
2. Tiered Birthday Rewards
The birthday reward is a staple of most loyalty programs, but it doesn’t need to be the same for all of your guests. California Pizza Kitchen’s CPK Rewards program offers different birthday rewards for guests depending on their level of engagement. Whereas guests in the lowest tier are rewarded with a free birthday dessert, those in the other three tiers receive a free birthday entrée. Guests in the diamond and elite tiers also receive free entrées on their half birthday and earn double points throughout their birthday month, giving these guests even more reasons to celebrate! Using this rewards structure for birthdays makes it possible for all members to benefit, but the rich rewards are reserved for your best guests.
3. One-to-One Marketing
Loyalty programs should no longer employ a one-size-fits-all approach. Sending out the same offers and promotions to all of your guests is not going to drive the impact you need. As the penetration of your program grows and you gather data on more of your guests, you can use these insights to fine-tune your marketing strategy. Restaurants should target each guest with individualized offers and promotions, providing content that is relevant to them while giving you the best possible revenue drivers. […]