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.

The challenge

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, an Isobar Company to evaluate its existing loyalty program, create an overall strategy for improvement, and provide a plan for creating long-term engagement with customers.

The opportunity

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.

The insight

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.

The strategy

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.

The new program offers the company the ability to view all historical interactions with customers, quickly address individual support issues, identify larger areas of opportunity, and drive return business to its restaurants.

The solution

The brand was already a Salesforce Marketing Cloud client and relied on the expertise of DEG to implement a new instance that integrated with Service Cloud, SessionM, a new custom mobile application, Medallia, Yext, and additional internal data sources. The agency connected these technologies to create a singular view of the brand’s customers as they interact across all touchpoints of the restaurant experience.

DEG also developed the new loyalty program design, performance modeling, and marketing strategy to encourage desired behavior changes in key member audience segments. The agency’s creative team developed the email messaging inviting customers to join the new program and start their journeys toward higher tiers and more rewards.

Finally, the agency collaborated with the restaurant to inventory existing business processes and update how the brand supports its customers. The agency advised the restaurant on business changes to support social channels and assisted in training associates in the new Social Customer Care solution processes.

The outcome

The brand launched the new loyalty program to its existing 2.7 million members with plans to attract more customers to join the rewards. The new program offers the company the ability to view all historical interactions with customers, quickly address individual support issues, identify larger areas of opportunity, and drive return business to its restaurants.

Now, the brand has an ecosystem of connected touchpoints to help it better reach, convert, and retain its noodles lovers, wherever they’re enjoying a meal.

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