Morton’s the Steakhouse – Landry’s Select Club

Mortons the Steakhouse Logo




Morton’s has a great reputation and legacy in the fine steakhouse category.  Along with a diverse collection of other restaurants in the Landry’s family, Morton’s operates within the Landry’s Select Club – a restaurant loyalty/rewards program. With such a broad assortment of restaurant brands in the fold, the Landry’s Select Club offers what we know from research (The LoyaltyPulse Study) to be a very appealing proposition to consumers: the opportunity to earn rewards using one program across many restaurant brands.

Landry’s Select is a fee-based program. Members pay $25 to join and receive a $25 reward immediately. 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 have 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 also 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%). Consumer acceptance rate increases with respect to the payment of an enrollment fee if there is an immediate incentive in place.

WHAT’S HAPPENING AT MORTON’S NOW?


MORTON’S and LANDRY’S SELECT CLUB – From the Website

We have a saying at Landry’s that “there are no spare customers.” We value each and every guest and appreciate your loyalty. We do everything we can to ensure that you are taken care of every time that you visit any one of our participating restaurants in 31 states across the country.

As a member of the Landry’s Select Club, here are some of the benefits you will receive.

  • Earn Points – 1 point for every dollar spent at participating Landry’s locations.
  • Welcome Reward – $25 Reward automatically added to your account upon registration.*
  • Birthday Reward – $25 Reward which can be redeemed during your birthday month.
  • Priority Seating – Receive seating privileges, seven days a week.
  • Retail Benefits – Receive a 10% discount or earn points on your purchases (benefit based on retail location)
  • Gift Cards – Earn points when you purchase gift cards.
  • Online Access – 24-hour access to your account to review transactions, point balances and rewards.
  • Email Notifications – You will receive information about rewards and other important club news.
  • Faster Delivery of Rewards – Rewards are automatically added to your account, so no more paper gift certificates!
  • Member-only access to special offers and promotions, including our entertainment and hospitality venues.

We want to make it easy for anyone to enroll and enjoy being a Landry’s Select Club member.

To enroll at a restaurant, ask a host, hostess or server for a Landry’s Select Club card. A $25 enrollment fee will be charged to you at the restaurant at the time you receive your card. Once you are given your card, you can start earning points immediately!

A $25 Welcome Reward will be added to your account once it has been registered online through the Landry’s Select website.

For more information, visit the Morton’s website or the Landry’s Select Club website.

Del Frisco’s Double Eagle Steak House Rewards

Del Frisco's Double Eagle Steak House Logo




Here’s a description of Del Frisco’s from the restaurant’s website:

Del Frisco’s Double Eagle Steak House planted its roots in Dallas more than 20 years ago. We embody the rich tradition of fine American steak houses, amazing guests through our impeccable chef-driven cuisine, extensive award-winning wine list and unparalleled hospitality. We offer our guests an unforgettable experience in a stunning, energetic atmosphere perfect for special occasions, business affairs or a grand night on the town.

Del Frisco’s is part of the Del Frisco’s Restaurant Group which also includes Sullivan’s Steakhouse and Del Frisco’s Grille. This restaurant loyalty/rewards program that spans three brands charges a one-time membership fee. A couple of important notes about loyalty program membership fees:

  • 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 DEL FRISCO’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 Del Frisco’s website.

WHAT’s GOING ON AT FRISCO’S RIGHT NOW?


Sullivan’s Steakhouse Rewards

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

MyPanera Rewards – The Panera Card – Panera Bread Company




When this program rolled out a few years ago, it introduced an alternative concept for restaurant rewards programs built around the concept of surprise.  Here’s some of the language used to describe the program at MyPanera.com:

MYPANERA IS ABOUT SHOWING OUR APPRECIATION AND REWARDING YOU IN UNEXPECTED AND SURPRISING WAYS.

Enjoying the surprises we’ve sent your way so far? We have lots more planned, and we think you’ll love what’s in store. From complimentary items in the bakery-cafe to exclusive tastings and demonstrations, MyPanera is always thinking of unique ways to thank you.

The more you visit, the more surprises you can get (just when you least expect them)!

Panera Bread Company emphasizes the strategic importance of their rewards program and the data derived from the program.  The data is of strategic advantage in understanding guest behavior and using targeted and relevant communication and promotion to drive incremental revenue.

Using some excerpts from Panera’s 2011 annual report, following are examples of Panera emphasizing the strategic important of their rewards program – not just another short-term promotion:

“Specifically in 2011, we benefitted from our investments in five key areas: the quality of our food, our increased marketing expenditures, the rollout of our MyPanera loyalty program, the growth of our catering business, and the quality of our operations and our people.”

“The real value of the loyalty program is the customer data that we have been able to collect. We have begun testing the use of this data to increase frequency and are beginning the journey of moving to true one-to-one marketing. For example, we are creating individual reward tracks for all 9.5 million members of our loyalty program, and expect to send to our customers more than 6.5 million unique e-mails each month with dynamic content that changes based on their interests and buying patterns.”

Restaurant companies participating in the loyalty/rewards space or contemplating an entry into that space would be wise to study the strategic role of a loyalty/rewards program as an integral and potentially central element in their overall marketing mix.

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


MORE INFORMATION

For more information on MyPanera Rewards, visit the MyPanera Rewards website.

The Palm 837 Club




The Palm’s 837 Club is one of those restaurant loyalty programs that have been around so long that it’s been a model for other restaurants to use when contemplating and developing their own restaurant loyalty programs. The 837 Club is one of the early models that proved the viability of membership fees in rewards programs.

From the company’s website:

We often say that The Palm isn’t a chain – it’s a family. This is true for our staff members, our customers, and for the extended family of loyal patrons who participate in The Palm’s 837 Club.

The 837 Club is our way of giving back to the guests who keep coming back. Once you become a member, you’ll receive Club Points every time you visit The Palm that can be redeemed for special rewards ranging from a complimentary dessert to a weekend getaway for two. A one-time fee of $25 earns you membership and a $25 gift card towards your next Palm meal or happy hour bar visit. You’ll also receive our members-only newsletter, Just Rewards, an insider’s guide to The Palm featuring the latest news plus members only offers and events.

The structure of the program is a classic points to rewards model, in which points are banked and converted to rewards when the member decides to convert to rewards. You can save the points, you can redeem the points. Some members in programs like this accumulate so many points that they need high-end rewards as a target to save for. And there is no shortage of those high-end rewards in the 837 Club. Under the current program structure you can get anything from an appetizer or dessert at the 250 point level to a $200 Tiffany and Company Gift card at the 2,000 point level to a 4-day/3-night trip for two to France’s Baron Eric De Rothschild’s private chateau at the 150,000 level.

SEE WHAT’S HAPPENING RIGHT NOW AT THE PALM – via Twitter


MORE INFORMATION

For more information, visit The Palm 837 Club Website.

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