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A Visit Challenge Accelerates Visit Rates by 54% and Increases Revenue

Motivating Infrequent Guests

A national casual restaurant chain wanted to increase the visit frequency of its less active loyalty members and capture a greater share of their spending. 

 
The Promotion

The marketing team targeted infrequent loyalty program members with a bonus-points offer designed to encourage multiple visits. During the promotional month, guests received extra loyalty points every time they visited. The number of bonus points awarded escalated with each subsequent visit – that is, the bonus points doubled with their second visit and tripled with their third visit.

 
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The Results

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Even more important, the promotion produced a big carryover effect, as visit rates remained significantly higher in the month after the promotion ended. This result lifted segment revenues 27% above the baseline during the post-promotional month!

The lure of extra loyalty points clearly influenced the guests’ dining decisions and increased visit frequency. A visit challenge like this one is thus an effective way to engage guests and earn more of their share of wallet.

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How well is your brand keeping your most loyal guests engaged? This data brief focuses on measuring member activity and provides benchmarks for monthly active users so you can determine how your brand is performing against industry standards. You’ll learn more about determining your loyalty program's impact, evaluating the effectiveness of program, and tips for improving activity with a few key strategies.