Pizza Today - September 2024 - 27
Create a differentiated loyalty
program.
Loyalty programs have been
around for decades and the oldschool
" punch card " method - buy
10 pizzas and get a free large pizza
- fails to inspire in contemporary
times.
" Customers don't want to wait
until their 10th visit to see the value
of the program, " Paytronix senior
strategist Julia Bigwood says.
Shrewd restaurant loyalty programs
create differentiation through
tiered levels allowing members to
earn rewards more frequently and,
even more, choose the rewards
they want. Potential rewards might
include complimentary appetizers
or desserts, merchandise, exclusive
access to new menu items or VIP
experiences like a special beer and
pizza pairing event.
With the Dead Presidents Club
at &pizza, members earn coins with
purchases. They can then redeem
coins for both food and merchandise,
including irreverent - and
undeniably unique - t-shirts like
Abraham Lincoln sporting a
mohawk or George Washington
with a nose ring and gold teeth.
Choice and uniqueness, Bigwood
notes, helps generate excitement
and return visits.
Personalize offers to entice
returns.
Diners are individuals, which is
why blasting out one-size-fits-all
messages rarely achieves objectives.
Today's consumers, who regularly
see personalized recommendations
of television shows, books or footwear
they might like based on past
history, expect tailored communications
created just for them.
Bigwood, in fact, calls " driving the
right offers to the right people at
the right time " the bread and butter
of loyalty.
Pizzerias can learn about their
customers and craft relevant, personalized
offers for them by leaning
into the personal information members
provide upon loyalty program
registration as well as the purchase
history they build up thereafter.
With customer data in hand,
pizzerias can then design targeted,
focused messages to invite a return.
Such communications might
include: the traditional birthday or
anniversary free dessert offer; an
introductory reward for the new
enrollee to use on their second visit
to the restaurant; or early access
to a returning LTO menu item
for loyalty program members who
previously ordered the item.
" We want to retain our customers
and make it compelling for them to
keep coming in, " Burns says.
Make the loyalty program
seamless for all.
Too often, restaurant loyalty
programs are clumsy and difficult to
interact with, which makes it easy
for customers to discontinue use
and dine elsewhere. From signing
up and earning points to redeeming
rewards, Rugaber says loyalty
programs " should be easy, intuitive
and quick. "
At &pizza, all customers
using the company's mobile app are
automatically enrolled in the loyalty
program - and 90 percent of loyalty
customers have their credit card on
file. Whenever they use their credit
card for an &pizza purchase, they
earn coins. There's no giving their
phone number or name and the
friction-free process is something
customers appreciate, Burns says.
The seamless experience should
also extend to the operational side
as well. At &pizza, Thanx talks to
the restaurants' point-of-sale and
online ordering platforms, so there
are no extra steps required of store
staff. This frees staff to focus on
service, speed and hospitality, some
of the most important ingredients
to stimulating return visits.
Evolve the loyalty program.
In too many cases, Rugaber
says operators launch their loyalty
program and then ... that's it. The
program never changes and
becomes rote, predictable and static.
There are no exciting rewards like
secret menus to keep things exciting
or incorporating tech-fueled
advancements to make things more
seamless or personalized for guests.
" Historically, a loyalty program is
a check-the-box item, but it should
always be evolving and finding ways
to grow, " Rugaber says.
Rugaber suggests routinely testing
different options to see what
resonates. For instance, a free dessert
offer might spur more traffic
from loyalty members than a free
appetizer, so the more cost-effective
option could drive the better outcome.
Leveraging
automation, a pizzeria
might send " almost there " messages
to nudge guests just shy of a reward
to return. In its Loyalty Trend
Report 2024, Paytronix recommends
sending these offers via
e-mail and including images of the
reward guests will receive alongside
their current point balance. By simply
sending that reminder message
- with no additional incentive -
Paytronix helped one quick-service
brand achieve a 5.5 percent visit lift.
DANIEL P. SMITH Chicago-based
writer has covered business issues
and best practices for a variety of
trade publications, newspapers, and
magazines.
SEPTEMBER 2024 / PIZZATODAY.COM / 27
http://www.PIZZATODAY.COM
Pizza Today - September 2024
Table of Contents for the Digital Edition of Pizza Today - September 2024
Pizza Today - September 2024 - CT1
Pizza Today - September 2024 - CT2
Pizza Today - September 2024 - Cover1
Pizza Today - September 2024 - Cover2
Pizza Today - September 2024 - 3
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Pizza Today - September 2024 - Cover3
Pizza Today - September 2024 - Cover4
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