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Browsing: Loyalty Programs
The arrival of table-side tablet computers, now surfacing in national chains such as Applebee’s, Buffalo Wild Wings and Chili’s Grill & Bar, could help restaurants boost customer satisfaction, increase check size and improve marketing.
That would be major distributor US Foods, which has begun rewarding its loyal independent restaurateurs with customized brochures under the name MyKitchen, containing items regularly ordered by that property, at discounts of up to 15 percent.
Word of mouth actually comes out of the mouth of someone you know. People trade restaurant picks and pans at water coolers, PTA meetings, worship services and laundry rooms. They take written lists of recommended eateries when they travel to places their friends (whose opinions they value) have visited before them.
Between seat of-the-pants familiarity and hard data analysis lies the potential for better use of space, staff , time and inventory.
One-brand programs are also where the loyalty reward idea began, back in the days of punch cards. But unless you’re a local mom-and-pop, the ones adopted today have advanced far beyond the punch-card stage. Reason: “You can’t collect a lot of usage data with paper cards”.