POWER OF LOYALTY PROGRAMS
November 5, 2021
As consumers’ confidence levels rose and they started returning to restaurants just a few months ago, the Delta variant has raised questions of safety in their minds and fear in the hearts of foodservice operators that any forward progress has been short lived. Operators are challenged with the risk of losing customers again if mask mandates are universally imposed or customers are required to present vaccination cards before being seated. How have foodservice operators shifted their strategies since the onset of COVID-19 and how can they keep business sustainable through yet another potential turbulent situation?
Nearly half of operators have changed how they market and promote themselves since COVID-19 began, most relying on loyalty programs and pick-up programs to drive traffic.1 Operators not currently participating in these programs can make some simple shifts in their marketing efforts by easily integrating a loyalty program which in turn can help increase incremental pick-up traffic. Use these helpful tips when communicating with your operator partners to ensure their programs are successful:
Make it easy to join and earn rewards
Allow patrons to sign up in-store, online and on operator’s app, if available, and instantly start receiving rewards. Members can earn points with every order towards free food once a certain point level or dollar amount is reached. Additional points could be gained on slower traffic days or exclusively for takeout or delivery orders.
Boost rewards on special occasions
Give bonus points for orders on holidays, customer birthdays or specific events such as back to school, graduation or even to support local sports teams. Treat healthcare workers, educators, remote employees, first responders and so on to special reward bonus days dedicated directly to them. Streamline the process for operators by creating an annual calendar and include in your planning deck for operators to easily implement in their loyalty program schedule.
Add a friend referral incentive
Operators can grow their community of loyal fans by rewarding existing club members with referral bonuses when their friends sign up – giving new members bonus points just for signing up or after they’ve placed their first order. This simple promotional tactic is an easy, no-brainer way to gain more members and increase incremental orders.
Leverage the power of sharing
Incenting brand ambassadors to share their experiences and endorse an establishment helps build credibility. Boost rewards for brand loyalists when they post an image of a favorite menu item, share feedback on an LTO or mention hard-working waitstaff that provided exceptional service. Word-of-mouth is a powerful tactic and most often a profitable one that operators can utilize with little upfront investment.
Offer up some exclusivity
Restaurants can make loyalty club members feel special by giving away branded swag, offering a free meal just because, or inviting them to exclusive events hosted by the restaurant. Help them by educating yourself on their business. And when you’re building your loyalty program presentation, be proactive by ideating and including premiums and exclusive moments operators can easily implement.
For assistance in crafting customer loyalty program presentations, account-based marketing decks or any customer or sales specific presentation, connect with our strategic team of foodservice-forward thinkers and marketers.
1Pulse I Datassential, 2020
