DEG partnered with an American fast-casual restaurant to evaluate its existing loyalty program, create an overall strategy for improvement, and provide a plan for creating long-term engagement with customers.
Today, on-the-go dining is the norm, and services like Uber Eats, Doordash, and GrubHub are changing how customers interact with restaurants. To compete, quick-service restaurants need to cater to convenience and leverage a digital footprint to break through the noise.
One American fast-casual restaurant knew it needed to transform its digital footprint, apps, loyalty program, and social presence to better acquire and retain customers. To start, the brand partnered with DEG to evaluate its existing loyalty program, create an overall strategy for improvement, and provide a plan for creating long-term engagement with customers.
By building a loyalty program that shows customers the value of rewards, presents personalized 1:1 offers, and addresses customer service issues, the brand would be able to increase customer visits and incremental revenue.
Customers expect their favorite restaurants to know more about them, target them with relevant offers, and cater to their wants and needs. To connect with customers on a personalized level, the restaurant chain had to create a program where loyalty and customer retention is built into every interaction.
DEG began by conducting a competitive audit of loyalty programs at popular fast-casual restaurants. The agency also completed a member analysis of the current loyalty program, evaluating member data and transactional data in a cluster analysis of the frequency of visits per member segment.
DEG recommended creating a new tier-based program that focuses on increasing visits for infrequent and occasional loyalty members, while continuing to reward its often and frequent loyalty members. To execute this, the agency knew it needed to integrate the right technology for the loyalty program and customer service support system to work together to achieve the brand’s goals of building loyalty at every touchpoint.