The former McCormick & Schmick’s Preferred Guest program converted to the Landry’s Select Club at the end of 2012. Landry’s Select Club is the single, multi-brand restaurant loyalty rewards program that allows members to earn and redeem at more than 400 locations in 31 states throughout the United States. We know from our LoyaltyPulse national study of consumer attitudes and behavior relating to restaurant rewards programs that 73% of consumers want a rewards program honored at multiple restaurant brands. Good news for McCormick & Schmick’s and Landry’s Select Club. Member’s be be more happy with the expanded versatility of their program.
Here’s a little bit about McCormick & Schmicks:
Bill McCormick and Doug Schmick teamed up in the 1970s before going on to establish more than 80 restaurants throughout the country. Over time, McCormick & Schmick’s became the nation’s premier family of seafood restaurants. The combination of an open imagination and a respect for tradition is what makes McCormick & Schmick’s the classic and successful business that it is today.
Each McCormick & Schmick’s restaurant is uniquely designed to create an inviting, original and relaxed atmosphere, where guests can enjoy the highest quality dining experience. Our restaurants are situated in a broad array of locations – from downtown urban cores to suburban retail-driven centers.
Each McCormick & Schmick’s Seafood Restaurant’s menu is printed twice daily, featuring the signature “Fresh List” highlighting an impressive number of fresh seafood varieties, in addition to aged steaks, poultry, entrée salads and pasta. McCormick & Schmick’s commitment to local freshness is apparent in the seasonally inspired dishes and regionally inspired preparations offered.
Click here to visit the McCormick & Schmick’s website, or here to visit Landry’s Select Club.
WHAT’S HAPPENING RIGHT NOW AT MCCORMICK & SCHMICK’S
Packed full of facts about restaurant loyalty and rewards programs, the Tasty Little Restaurant Loyalty Fact Book is based upon a national study of U.S. consumers regarding attitudes and behavior with respect to restaurant rewards programs. The study is called LoyaltyPulse.
We know from our LoyaltyPulse research study that 73% of consumers want one restaurant rewards program that is honored by multiple restaurant brands. The folks at Louisville Originals know that from experience with their multiple-restaurant coalition program. Here’s an excerpt from a recent article in the Louisville Courier-Journal:
Originally begun as a marketing consortium of local independent restaurants that sold gift certificates online every three months, the Louisville Originals program is now best known for its rewards program that enters its fifth year giving 22,554 cardholders credits at member eateries.
“I think we were very hopeful” that the local marketing program would take off, board secretary Kerry DeMuth said, “but you have no way of knowing in these types of things.”
While Louisville Originals has gift certificate programs as well, “I think the rewards (card) programs would be, by far and away, the most popular with customers,” said Siobhan Reidy, an Originals co-founder who owns the Irish Rover restaurants with her husband Michael Reidy.
For every dollar spent at one of the restaurants, card holders get one point. At 150 points, card holders gt a $10 gift certificate — maintained on the card — to use at any of the restaurants. Double points are offered the first Tuesday of the month. There is a 500 point cap for any one visit and no more than $100 in credits can be redeemed by any one person in a visit.
Read the full article at Louisville Courier-Journal and learn more about Louisville Originals at the program website.
A little background on Champps:
The first Champps was founded in St. Paul, Minnesota in 1984 by midwestern restaurateur Dean Vlahos. Opened originally under the name Concourse 7, Vlahos’ restaurant was founded with a vision of providing made-from-scratch American food with uncompromising service. Dean oversaw the chain as it grew from a single restaurant in 1984 to selling the chain to Daka International in the mid-90s. Between the late 90s and 2000s, Champps grew to its current size of more than 50 locations nationwide, all-the-while continuing to provide the scratch menu and signature service that define Champps.
Champps American’s MVP League offers a straightforward, easy to understand value proposition. Earn one point per dollar spent and each time you accumulate 100 points, those 100 points convert to a $10 reward. Members may join the program in the restaurant or online.
For more information, visit the program website.
WHAT’S HAPPENING RIGHT NOW AT CHAMPPS
BJs Premier Rewards is not your garden variety restaurant loyalty/rewards program. The program includes some unusual features and we’re very interested in watching this program carefully over time. Some of the atypical features include redemption options that go beyond spending rewards in the restaurant (restaurant options include several choices – FREE Pizookie®, $10 and $25 off meals and “other BJ’s Experiences”).
BJs Premier Rewards also includes options to redeem for merchandise (the website states merchandise, but when we drilled down all we see are options to redeem points for FREE Pizookie®, $10 and $25 off meals and free admission to a VIP table at a BJs Beer Dinner) and to participate in online auctions. On the earning side, members may earn in the typical manner – in the restaurant – but also by engaging in social media (Facebook, Foursquare, Twitter) and purchasing BJs gifts and merchandise (caps, shirts, glasses).
For more information about BJs Premier Rewards, visit the program website.
A recent article in Restaurant Hospitality points out that restaurant loyalty programs are effective at generating incremental business. We know from our research and experience that loyalty programs are an important ‘anchor’ in a restaurant marketing mix. There is always a place for promotions and depending upon the brand, deals. But promotions and deals in the absence of a longer-term approach to marketing that also generates behavior insights (visits and spending) leave one wondering ‘what did that do for us?’ and ‘what’s next?’.
An excerpt from the Restaurant Hospitality piece:
Full-service operators know that short-term specials and deals will give their restaurants a temporary revenue boost. But findings from a new study indicate that restaurants can use tried-and-true customer loyalty programs to build and retain a customer base without relying on costly dollars-off promotions.
Read the full story at Restaurant Hospitality Here ».