• Sullivan’s Steakhouse Rewards

    by  • January 23, 2013 • Del Frisco's, Loyalty Marketing, Loyalty Programs, Restaurant Loyalty Programs, Restaurant Marketing, Restaurant Rewards Programs, Steak House, Sullivan's

    Sullivans Steakhouse Logo

    Sullivan’s is a lively restaurant with something for everyone whether you’re a steak lover or if you fancy terrific seafood. With nineteen locations, it’s part of the Del Frisco’s Restaurant Group which also includes Del Frisco’s Double Eagle Steak House and Del Frisco’s Grille. A couple of key observations about the membership fee charged in the Sullivan’s Rewards Program:

    • Members pay a one-time fee to join.  Membership fees are effective at gaining commitment to a restaurant rewards program.  When members are considering their choice for a dining event, the fact that they’ve paid a fee to join a rewards program at one restaurant is a considerable factor when making that choice.  It serves as one of the ‘tie-breakers.’
    • We know from our research (The LoyaltyPulse Study) that just 10% of consumers have paid a fee to join a restaurant rewards program.  However, among those consumers who dine for business (either business exclusively or business and pleasure), nearly one in four have paid a fee to join a restaurant rewards program (22%).
    • We also know that consumer acceptance rate increases with respect to the payment of an enrollment fee if there is an immediate incentive in place.  That immediate incentive exists in this program in the form of a $25 dining credit issued electronically once the member has paid the $25 enrollment fee and enrolled.

    With three different restaurant brands participating in this program (Sullivan’s Steakhouse, Del Frisco’s Double Eagle Steak House, Del Frisco’s Grille) the Del Frisco’s Restaurant Group has the opportunity to drive incremental business beyond a single-brand program. We know from our research (The LoyaltyPulse Study) that 73% of consumers find a program that spans multiple brands to be appealing.

    PROGRAM DESCRIPTION FROM SULLIVAN’S WEBSITE

    Everyone likes to get something back. As a Del Frisco’s Restaurant Group Rewards Program member, you get to do just that. Simply present your card each time you dine at either Sullivan’s Steakhouse or Del Frisco’s Double Eagle Steak House to earn rewards points. For every dollar spent, you will receive a rewards point. Once accumulated, points can be redeemed for Rewards Dollars, which can be spent in any Sullivan’s, Del Frisco’s or Del Frisco’s Grille across the country.

    Our rewards program is just another way we take care of our loyal guests. Sign up today for a one-time fee of $25 and we will load your Rewards Card with $25 in Rewards Dollars upon registration.

    TIERS BASED UPON TWELVE-MONTH POINTS EARNING

    Levels are calculated monthly and adjusted every 12 months. Points can be accumulated at every Sullivan’s and Del Frisco’s restaurant location.

    Silver Card Level – 10,000 Points
    Once a valued guests reach this level, they become Silver members. Silver members will receive 1.1 points for every dollar spent.

    Gold Card Level – 25,000 Points
    Once a valued guests reach this level, they become Gold members. Gold members will receive 1.2 points for every dollar spent.

    Platinum Card Level – 50,000 Points
    Once a valued guests reach this level, they become Platinum members. Platinum members will receive 1.3 points for every dollar spent.

    REWARD REDEMPTION OPTIONS

    350 points – $25 Reward
    700 points – $50 Reward
    1,400 points – $100 Reward
    1,850 points – Dinner for 2 Sullivan’s ($130 Value)
    2,800 points – Dinner for 2 Del Frisco’s ($200 Value)
    3,700 points – Dinner for 4 Sullivan’s ($260 Value)
    5,600 points – Dinner for 4 Del Frisco’s ($400 Value)
    20,000 points – Sullivan’s Wine Dinner for 10 ($1,400 Value)
    40,000 points – Del Frisco’s Wine Dinner for 10 ($2,800 Value)

    For more information, visits the rewards section at the Sullivan’s website.

    SEE WHAT’S HAPPENING RIGHT NOW AT SULLIVAN’S – via Twitter

    About

    Dennis Duffy is president and CEO of Loyalogy. Dennis has more than twenty years of in-depth experience with loyalty programs in a variety of industries and a concentration in the restaurant industry.