Throughout this crisis, brands are searching for a way to maintain their strong customer relationships. A number have lessons to teach us all as they work to foster a deep emotional connection with their community. Here, twice a week, we’ll spotlight specific brands that are spreading positivity.
Thursday, March 26, 2020 Spotlight: The Pasta Bowl
The Pasta Bowl, a chain of neighborhood pasta shops, has maintained its fun and friendly tone throughout its customer communications. Still, it is serious about addressing the current environment. Take this snippet from a recent communication:
“Lots to be frustrated about these days. Lots to disagree and argue about too, it seems. We can all agree on one thing, though: we ALL wish none of this was going on.” […]
Panera Bread recently became the latest big-name restaurant brand to enter one of the hottest segments of the loyalty market: subscriptions. We’re proud to be part of that launch, as the program is built on our loyalty platform.
At $8.99 per month, the MyPanera Coffee subscription gives customers unlimited coffee or hot tea for the price of about four cups of coffee. This program exemplifies how smart, forward-thinking brands are embracing subscription models.
Subscription programs tend to operate in one of these three ways:
- Recurring payments – As with the Panera program, subscribers pay for a given time period. Cancellation can occur at any time.
- Lump-sum payment with time-bound usage – The industry standard is Olive Garden’s Never Ending Pasta Pass, which allows unlimited meals for nine weeks. Limiting the number of passes sold provides customers with a sense of exclusivity.
- Lump-sum payment with limited times or items – An example is the Grill Pass offered by HuHot Mongolian Grill. Last summer, loyalty members could spend $50, $100, or $200 to buy 5, 11, or 25 meals.
Every year, Paytronix honors the clients that are doing amazing things on the PXS platform with the Loyaltees Awards. It honors the brands using Paytronix to drive truly innovative marketing and loyalty programs.
Last year Caribou Coffee earned recognition for a program that brought together Paytronix software and services to build promotional strategies that used historical data to refine and improve results. Bruster’s Ice Cream, meanwhile, earned kudos for a program that converted traditional punch cards into a modern loyalty program that not only reached 16% penetration in six months, but also drove an increase in traffic during its traditional shoulder seasons of September and January. Also on the list was Break Time for implementing a monthly rewards challenge that boosted customer spend by more than 25% at its convenience stores.
Ah, New Year’s Eve. The night that looms large with visions of popping champagne corks, revelry, and lots of friends. Of course, that vision isn’t for everyone. Some prefer a quiet dinner for two, others just want a beer with friends and still others choose a small gathering with family.
For restaurants, however, it means one thing: profits.
The average check on New Year’s Eve is much higher than on an average night, and people tend to think about things well in advance. This makes it possible for restaurants to both plan ahead and be more profitable. […]