Introduction – Rewards Programs
The secret to promoting a successful rewards program is balancing value for both the client and your restaurant. Over-extension on your part or underselling your guests will lead your program to fall flat. There are a few areas of focus to note when determining the parameters of your rewards program.
Convenience is king. Chances are that if you have disposable income, you are also time-poor. Between work, life, and family commitments, most people don’t have two minutes to rub together. Their choice of where to dine will ultimately come down to expediency over any other factor. Prime evidence of this reality is the explosion of apps such as GrubHub, DoorDash, Uber Eats, and Postmates, to name a few. There is a tremendous market for food on the go, even with a slightly higher price tag.
It’s important to note that the money-conscious food-seeker using one of these apps bases their meal decision on what’s cheap and near them. Promotions offered through these apps are a good way to attract new first-time customers. Food delivery apps will usually have brightly colored banners, or something similar, tagged to restaurants offering promotions. This is a great opportunity to catch people’s attention, in a sea of options.
The endgame for a rewards program is to engender loyalty in your customers. You want people coming in for the promise of a later reward. That in-between-rewards period is where you will see profit. It’s also your job to encourage your guests to persevere in order to claim rewards. You’ve invested so much into acquiring this client. The goal is a long-term relationship. People are creatures of habit. Think about how to best become part of your guest’s weekly or daily routine.
Rewards programs are an opportunity to extend a gesture of goodwill. You should carefully consider what is within your budget to offer and what your guests would find most valuable. The goal of a rewards program or promotion is not a one and done transaction. Rather, you should consider it an investment into a long-term relationship. This requires continued assessment and upkeep. Creating lasting bonds is the most valuable situation you can foster.
Challenge: Ask your regulars what attracted them into your restaurant.
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