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. […]
PXUX isn’t just any conference – it’s an experience. It’s a group of likeminded people who are focused on optimizing the guest journey, building a network, and delivering high impact in the restaurant and c-store industries.
Much like previous years, the fifth annual PXUX has been planned for people just like you. It’s a fun environment that encourages the sharing of information on your business, your goals, your challenges, and your brilliant ideas. Plus, you’ll learn about the newest and most innovative digital marketing tools to boost your sales in 2019.
But that’s not all. Here are 9 more reasons why you can’t miss out on this year’s PXUX:
- Deliver High Impact. You will hear about the latest innovations and receive the tools and support you need to motivate your guests to visit and spend more.
- Master the Platform. Learn how to confidently segment, target, communicate, reward, and measure in order to drive impactful results.
- Learn from Others. Why reinvent the wheel? Your peers face some of the same challenges you do, so find out how they have leveraged the Paytronix platform to achieve their goals.
- Gain Experience. Deepen your understanding of the platform through hands-on workshops and training sessions that are sure to make you feel like a pro who’s equipped to train the team back at HQ.
- Get the Inside Scoop. Be one of the first to explore new innovations and discover how they can expand your brand.
- Voice Your Opinion. Customer feedback is critical to ensure that the future roadmap meets your needs and fuels your revenue growth. This is your chance to tell us what is working and what isn’t. Don’t be shy!
- Meet the People Behind the Platform. Put faces to names and strengthen relationships with the team that is dedicated to your success.
- Build Your Tribe. While PXUX is packed with information and hands-on learning, there are also deeper relationships to be made.
- Walk Away with at Least 2 New Ideas. Benefit from numerous case studies and info sessions that will leave you inspired and ready to take action immediately.
Here’s what attendees have had to say about previous PXUX events:
“What better way to learn than to get together in a room with your peers and folks who have amazing intelligence around CRM marketing and loyalty platforms? It’s an invaluable experience.”
– Jenny Brinker, VP of Marketing, Bruster’s Real Ice Cream
“It’s been so great attending PXUX. I’ve been able to meet so many different people, all with really creative and innovative minds. Being able to hear what everybody else is doing and what we’re going to be able to do moving forward is so exciting.”
– Rachel Robinson, Marketing Manager, California Pizza Kitchen
There is going to be an abundance of knowledge sharing and excitement happening this fall in Denver. To avoid suffering from a case of FOMO, click here for more information.
More than ever before, customers are driven by convenience; they want what they want when they want it, and where. And, so, to keep up with consumer demand, restaurants and convenience stores need to begin serving up their offerings outside of their own walls.
The term “off-premises” refers to delivery, takeout, and catering experiences. An off-premises interaction is one in which a customer is receiving and consuming food or goods outside of the restaurant or c-store.
The challenge for c-stores, and for restaurants especially, is to maintain the positive brand experience—and collect the essential customer data—when the entire interaction is taking place outside of their walls.
For the most part, the guest engagement drops to just two critical touch points: the point of order (whether online or over the phone) and the time of distribution (either pick-up or delivery). […]
Consider all of the conveniences that are available to modern consumers. They can wake up, make coffee with beans that were delivered in one day through Amazon Prime, shave with a razor from Dollar Shave Club, and get dressed in an outfit that was delivered in this month’s Stitch Fix box. As they ride to work in a prepaid Uber, they can browse articles on their phone courtesy of an online subscription to their favorite newspaper. After returning home, they can make dinner from a Blue Apron kit while listening to commercial-free music via a Spotify premium account, and then take a spin class as part of their ClassPass subscription.
As consumers, we’ve become used to subscription-based services in every aspect of our daily lives. The subscription business model has grown rapidly, increasing sales from $57 million in 2011 to $2.6 billion in 2016. Throughout the restaurant industry, several brands have successfully introduced subscription-based meals, with Olive Garden’s Never Ending Pasta Pass being a prime example. A limited number of guests could spend $100 for an eight-week pass or $300 for a full year, entitling them to unlimited servings of pasta, soup, salad, and breadsticks.
Since customers are accustomed to paying for subscriptions, more restaurants are offering subscription-styled packages. While some emulate Olive Garden in requiring guests to pay a lump sum for unlimited benefits, others, such as HuHot Mongolian Grill, have given guests the option to buy meal passes in quantities of 5, 10, or 20. There has also been an emergence of third parties like MealPal, a service that allows customers in major metropolitan areas to buy 12 or 20 prepaid lunches and redeem them at any of its participating locations.
Here are the three primary reasons why you should consider a subscription plan for your restaurant:
- Repeat Customers: When guests purchase a package of prepaid meals, it guarantees return visits to your restaurant instead of the competition. Guests who buy their meals in advance are going to make sure their money doesn’t go to waste.
- Sales: When you sell a 10-meal package, the profit is realized immediately rather than over the course of someone’s next several visits. When these guests return, they can often be enticed to buy add-on items because they tend to forget about the initial cost and will be spending very little on that day.
- Loyalty: These multi-meal passes can be integrated with your restaurant loyalty program, letting guests continue to earn points and allowing you to gain valuable insights from changes in behavior.
Introducing a subscription meal plan is just one way to boost return visits and build strong relationships with your guests. For more information on making a subscription part of your restaurant’s strategy, check out our webinar, “How Restaurants Can Take Advantage of the Subscription Business Model”