T.G.I. Friday’s Give Me More Stripes Program










TGI Fridays

T.G.I. Friday’s has rolled out their own loyalty program to distinguish itself from similar casual restaurants. The Give Me More Stripes program has a standard feel, with customers earning a “stripe” for every dollar spent on any qualifying purchase at T.G.I. Friday’s.

The program offers some of the usual perks, as well as some distinct features which should pique the interest of Friday’s targeted customers. As with most loyalty programs, customers who sign up for the Stripes program will receive email offers and discounts, as well as deals for food once members earn enough stripes (although the information available through the website is ambiguous as to how many stripes are required and what the restaurant might offer). A more notable feature of the Stripes program is the Jump the Line Pass. Upon registering for the Give Me More Stripes program, members receive a one time use pass to avoid waiting in line for a table. The complete list of perks, as listed on the website, are featured below:

  • Free appetizer or dessert after you join

  • Free Jump the Line Pass to skip to the front of the crowd (one-time use only)

  • Free dessert with purchase of an entrée to celebrate your Birthday

  • Special “surprise” treats for members only, delivered by your server

  • Exclusive offers and discounts sent via email

  • Additional Jump the Line Pass after every third visit (one-time use only)

  • Special events, menu tastings and parties

Customers have a number of ways of joining the T.G.I. Friday’s loyalty program. Customers may enroll at a T.G.I. Friday’s restaurant, use the T.G.I. Friday’s app, visit the website, or text “JOIN” to 698443. Customers receive perks immediately, and all rewards are good for 60 days. For more information, don’t hesitate to visit the T.G.I. Friday’s website.

WHAT’S HAPPENING NOW AT TGI FRIDAY’S


Ruby’s Diner Jitterbug Club

Rubys Jitterbug Club




Ruby’s Diner has cooked up a unique loyalty program that looks to entice senior customers. The Jitterbug Club targets customers who are 55 or older, and encourages them to bring guests. Jitterbug Club members receive 10% off of any entree (items that cost $4.99 or higher), with special offers that the restaurant emails periodically to Jitterbug participants.

The Jitterbug club does have some features that set it apart from other loyalty programs. The Jitterbug in the Afternoon offer, which serves as a kind of happy hour for Jitterbug members, offers 20% off of any entree between the hours of 3-5. The program also invites members to bring up to 3 guests, who also receive discounts.

There are certain rules and restrictions that apply to the Jitterbug Club. Members only receive for one entree per person, and the discount cannot be used with any other promotional offer or gift cards. Furthermore, the discount does not apply to any alcoholic beverages.

Customers may apply to become a member of the Jitterbug club by registering at any Ruby’s Diner location, or by filling out the online application. Should customers apply online, they will need to print off their confirmation email and take it to a Ruby’s Restaurant in order to complete their application. Member cards will not be sent through the mail. For a complete list of details, rules, and regulations, jump n’ jive over to the Jitterbug Club webpage.

WHAT’S HAPPENING NOW AT RUBY’S DINER


Dave and Buster’s Power Card Rewards












Dave and Buster’s restaurant and arcade provides a unique rewards program for its customers. Using Dave and Buster’s Power Card, customers can sign up to earn 10 dollars of game play for every 100 dollars spent on food, beverages, and other “qualifying purchases,” such as bowling, pool, and recharging one’s Power Card. Customers who sign up for Dave and Buster’s reward program will also receive “a free $10 game play (with purchase of $10 game play) coupon” for enrolling in the program.

This particular rewards program is geared more towards the gaming enthusiast than the casual diner. Customers may only use Rewards Points for games, as opposed to redeeming the points for food or drinks. Any points that are not used expire after 45 days, which would certainly entice gamers to return regularly. Dave and Buster’s also e-mails Rewards Points members promotional offers.

Registration for Dave and Buster’s rewards program is straight-forward, but customers must have a Power Card from a participating location in order to participate in the program. Customers who already have a Power Card may sign up for the Rewards Points program either at a Dave and Buster’s restaurant or online Tweets by @DaveandBusters

Lettuce Entertain You Frequent Diner Club

Lettuce Entertain You




Lettuce Entertain You’s Frequent Diner Club offers a sophisticated loyalty program for customers at nearly 70 locations across the country. The basic premise of the program is that after purchasing a Frequent Diner card for a one time 25 dollar enrollment fee, diners can begin racking up points for every dollar they spend at participating restaurants.

What sets LEYE’s rewards program apart are the options the program offers customers in terms of how to save and spend their points. At its most basic level, customers receive 10 dollars in dining rewards for every 140 dollars that they spend at one of the restaurants. For the more goal oriented diner, the Frequent Diner’s Club offers an extensive rewards program beyond dining rewards. Members can save their points for cooking classes, spa getaways, and resort vacations. All of these points can be checked on the customer’s online account or on LEYE’s convenient Lettuce Eats mobile app, which also allows customers to post reviews, view menus, and get directions to nearby LEYE locations.

The Reward’s Club’s perks are not limited to the rewards points that customers accrue from dining out. Members will also receive emails with offers and discounts on a variety of products and services. As with the spa trips and resorts, LEYE looks to retain customers by offering them incentives ranging from White Sox tickets to deals on concert tickets and wine club memberships.

Lettuce Entertain You takes its program further by offering its members the option of becoming a silver or gold member. The LEYE website details the advantages (and requirements) of being a preferred member:

First, you’ll earn more points per dollar spent: 1.25 for Silver, and 1.5 points per dollar spent for Gold. Second, you’ll be that much closer to being able to redeem your points for special rewards (click here to view the rewards). And third, Gold Level Members receive Priority Reservation privileges at Lettuce restaurants.

Once you have reached Silver or Gold status, you will keep that status through the following calendar year. You will need to spend $2,500 in the calendar year to keep your Gold status and $1,000 in the calendar year to keep your Silver status.

The Rewards Club Program also gives customers the option of “banking” their rewards, which, according to the Rewards Club website, allows members greater flexibility in terms of saving and using their points:

You may choose to bank your points until the end of the calendar year (January 1 to December 31) to save for premium rewards. Choose the banking option on your online profile. All points must be redeemed at the end of the year.  If you have not reached 1,400 or more points by December 31, your points will automatically be redeemed and credit will be transferred to your Rewards Card.  If you have not redeemed your points by December 31, you will receive a letter outlining your options.

LEYE seems to have an ambitious plan to keep customers coming back (and spending large sums of money while dining). The diversity of perks that LEYE offers its customers, from discounted dining to specials on travel and entertainment, speaks to the competition in the market. For more information, visit the website.

WHAT’S HAPPENING RIGHT NOW AT LETTUCE ENTERTAIN YOU


Qdoba Rewards

Qdoba Rewards Restaurant Loyalty Program




Qdoba Mexican Grill is looking to secure its position in the Southwestern cuisine market with its customer rewards program. Given the competition in this market, it may come as a surprise to some that Qdoba’s rewards program is as simple as it is. But, sometimes simple is best. It’s what you do behind the scenes to leverage guest behavior data through targeted marketing that makes the difference.

Qdoba customers can enroll in the rewards program at any participating Qdoba restaurant. With the purchase of any burrito, naked burrito, quesadilla, taco salad, nachos, craft 2, gumbo, kids Meals, or order of 3 Tacos, customers in most markets will receive 100 reward points (some markets only offer 85). After customers accrue 1,000 points, they may receive a free entree, although Qdoba vaguely notes that “some charges may still apply for add-ons or extras.” Beyond the free entree for return customers, patrons will receive either a free order of chips and salsa or a regular drink upon enrolling in the program, as well as special email offers and a free entree for their birthday.

Qdoba also offers catering rewards. Returning customers can earn 1 point for every dollar spent on Qdoba catering for “every pre-tax, pre-delivery dollar spent on qualifying Qdoba Catering items.” Customers can redeem these points within a 12 month period. In order to redeem these points:

you need to login into your Rewards Account. If you have earned over 100 catering rewards points, you are eligible to redeem your Catering Rewards if you wish to do so. To redeem your Catering Rewards points, click the “REDEEM CATERING REWARDS NOW” button (located under your Catering Rewards point summary). You will then be able to distribute your Catering Rewards points for the following redemption options:

* Qdoba Catering Discount every 1,000 points = $50 (redeemed in $50 increments only) * Free Entrée Rewards 100 points minimum, 100 points = 1 free entrée * Gift Certificates 1,000 catering points = $50 (minimum 1,000 points to redeem)

Qdoba’s strategy of targeting both casual diners and catering customers could put them in a position to secure their spot in the market. For more information and updates, visit the Qdoba website.

WHAT’S HAPPENING RIGHT NOW AT QDOBA


Loyalty Reward POS Tracking System for Small Restaurants

Cash Register - Loyalty System for Small Restaurants without Integration

The preferred method of handling the logistics of a loyalty rewards program in a restaurant is with an integrated system in which the loyalty platform and the point of sale (POS) platform communicate with one another. The POS passes member data (card number, even if that card number has been retrieved via phone number or name look up as is quite common these days) and purchase data to the loyalty system. The loyalty system passes reward data (if a reward exists and is being used by the member on the transaction) back to the POS to be inserted into the check (as a discount or as a tender type). This approach is smooth and clean.

We hear from restaurant companies and operators who cannot achieve the integrated approach for one reason or another. Some of these companies are looking for an alternative method of collecting guest data which stands alone as a separate system and is not connected with the POS. This approach has its downsides and risks (reconciliation and potential fraud) but if a restaurant company goes down this path with eyes wide open it may be a better alternative than doing nothing.

A SIMPLE LOYALTY SYSTEM FRAMEWORK

My purpose here is to outline a potential approach or framework, envisioning a stand-alone, web-based computer system (simple loyalty, or, better yet, ‘Loyalty Simple’) that handles the most basic loyalty system functions and provides the most basic reporting functions to support the reconciliation to POS reporting.

  1. Adding guests to the system.
  2. Recording guest purchase/redemption transactions.
  3. Performing basic inquiries about guests, their profile information and their purchase/points/rewards history.
  4. Performing basic reporting functions.
  5. Allowing guests to register themselves for online access to view their profile and history.

This Loyalty Simple framework works best in a limited-service restaurant with few POS stations and a moderate number of daily purchase transactions (100-200 per day). It can be handled running on a small laptop or tablet device. For the purposes of explaining this framework, we won’t go into detail about exactly how this hypothetical loyalty program works, let’s just assume a member earns points that convert to rewards and that those rewards may be applied to a check in the restaurant as a discount.

ADDING A GUEST

In many programs, a membership card exists. However, in many instances, members don’t have their card with them when they visit the restaurant and most companies have developed alternate lookup capabilities, the most common of which is by phone number. The expectation has been created over the past several years and this capability is now expected by guests. So, in our framework, imagine there is no card. It’s all based on your phone number.

Here’s the situation. The guest is in the restaurant and wishes to join the loyalty program right now and earn points on the purchase he/she is about to make. What do we really need to collect?

  • Phone number
  • Name
  • E-mail address (maybe)
  • If e-mail address, an ‘opt-in’

This can be accomplished quickly to create a record for this guest so that you may begin recording purchase transactions by phone number. The reason we say ‘maybe’ when it comes to e-mail address is that the e-mail capture could be a subsequent step that the member may perform later online as part of a more complete registration process. The challenge with collecting e-mail addresses at POS is the address should be entered twice to reduce typing errors and some e-mail addresses these days get a little complicated. We don’t want to slow things down at POS.

RECORDING TRANSACTIONS

A member is making a purchase, identifies himself as a member and provides a phone number (the member has already been added to the system, either on a prior visit or just prior to making this transaction). After entering the phone number, the system identifies whether or not there are rewards available. If rewards are available, the member may choose to have those rewards applied to this check. The server input the gross amount of the check and selects the reward amount to apply. The system adds a transaction record with basic information (phone number, date, time, location, gross amount, rewards applied, net amount). The member’s balance is updated in the member record (adding points earned, deducting rewards redeemed). The system displays a summary screen for the server so that the server may perform the action required at the POS to insert the discount (from the reward) if a reward was used. The transaction records feed end of day reporting that lists all loyalty-related transactions so that they may be reviewed and the rewards redeemed may be compared to total discounts applied at the POS.

BASIC INQUIRIES

Store personnel may look up members to view their profile and history by phone number or name and view their information, balances (points and rewards) and view a history of their transactions.

BASIC REPORTING

Basic reporting may include lists of transactions for general review and reconciliation and to understand how many points have been awarded for the day, week or month if the restaurant is accounting for points awarded for an expense accrual. Also, member lists may be available for general review and for a total of outstanding points and rewards balances, once again for any accounting action depending upon how the company is handling accounting for their program. All reports should be available for export to Excel for additional manipulation, analysis and examination. This would also allow for transferring e-mail addresses from the loyalty system into whatever e-mail platform might be used by the restaurant company for general communication activities.

ALLOWING GUESTS TO REGISTER FOR ONLINE ACCESS

This is increasingly a standard and expected function. Members may have an account established in the loyalty system and then access the account through the restaurant company’s website. The first time the account is accessed, the member establishes a password and provides an e-mail address and any other desired information. The member may log-in moving forward to review/edit their profile information, balances and history.

THE CHOICE BETWEEN SIMPLE and NOTHING

The best approach is an integrated loyalty system and POS. But if it’s just not possible for your company for whatever reason, this Loyalty Simple framework might make sense. If you go down this path with your eyes wide open and understand the requirements of operating with such a framework it may be your best approach.

California Pizza Kitchen Pizza Dough Rewards










California Pizza Kitchen Pizza Dough Rewards

California Pizza Kitchen (CPK) just announced their new customer loyalty program called “Pizza Dough.” The program has an easy to understand value proposition – spend $100 at CPK and earn $5 in “Pizza Dough” that you can apply towards the payment of your check (with certain exclusions). A simple, easy to understand proposition is an important characteristic to maximize consumer acceptance – one of the key findings of our national consumer loyalty study – LoyaltyPulse.

CPK has jumped in along with a growing number of casual dining restaurants that realize the value of a customer loyalty program as a “tie-breaker” when guests have multiple options, all of which are appealing, and need something to tip the scales in favor of one brand over the others. That’s what effective loyalty programs can do. Pizza Dough also allows CPK to understand guest behavior at the level that enables the development and measurement of effective targeted marketing programs (read more about this in our Roadmap for Sagging Restaurant Sales).

This program has a bit of a cautious feel. The value proposition (spend $100 and receive $5 – a 5% face value proposition) is lower than what we see in many casual dining programs. Also, the Pizza Dough Rewards expire in 90 days. In many programs, rewards survive for a year or more. There is a tipping point with the value proposition. Some companies launch their first loyalty program with a cautious reward structure and, while we are strong advocates of carefully considered action, an excessively cautious value proposition may generate cautious response on the part of consumers.

Read more at the California Pizza Kitchen Pizza Dough Rewards website.

Stay tuned.

WHAT’S HAPPENING NOW AT CPK


Starbucks Rewards – Earn Stars for Buying Packaged Coffee in Grocery Stores

Earn Starbucks Rewards Stars for Buying Coffee in Grocery Stores with a Special Code
Earn Starbucks Rewards Stars for Buying Coffee in Grocery Stores with a Special Code




I read the announcement made recently by Starbucks about some new innovations with Starbucks Rewards. The one that intrigued me the most was this one, from the company’s March 20, 2013 press release:

Starbucks Introduces Innovative Cross-Channel, Multi-Brand Loyalty Program
The announcement by Adam Brotman, chief digital officer, of an expansion of the company’s loyalty and rewards program, and an industry-first innovation that will enable customers to earn rewards for grocery channel purchases that can be redeemed in Starbucks retail stores and is expected to double the number of customers enrolled in the company’s programs in fiscal 2013.

While I saw everyone in the Twitter-sphere jumping up and down about how cool this is, I was thinking about something different. We live in the world of the details behind loyalty programs including data integrity and data collection. Having spent plenty of time working with loyalty programs (including in the grocery store retail industry) I know that the idea of trying to make an SKU linkage in the grocery basket that transfers to a manufacturer’s loyalty program carries significant complications.

How are they going to make this work?

The feature isn’t live yet, but details are beginning to emerge.

The program will include specially-marked packaged coffees — both whole bean and ground — that will feature a code that can be redeemed online at the company’s website. Guests will be able to earn “stars” for their My Starbucks Reward accounts, enabling them to receive free food or beverages at Starbucks stores, along with other special offers.

Aha! Special packages that will include a code that Starbucks Rewards members may redeem online to earn “stars.” For those of you not quite familiar with Starbucks Rewards, “stars” are the promotional currency of the program. Members earn stars for their purchases and the number of stars you’ve earned translates into your status and benefits. So the responsibility is on the shoulders of the member to make sure that they get the code from the package. I suspect it will be inside the package because otherwise I’d be able to simply walk through the grocery store and collect/scan codes from the outside of dozens of Starbucks packages without buying a single one. You’ll need to make sure you get the code and scan it or input it online to get your credit. In some ways, it’s like the 21st century version of collecting boxtops.

Don’t get me wrong, I think it’s a reasonably good move for Starbucks. It will be interesting to see whether it plays a big role in getting current Starbucks Rewards members to earn stars on grocery purchases or a big role in getting grocery customers to join Starbucks Rewards. Or both.

The precedent set is important. It is now credible to put codes on your packaging that may allow certain restaurant brands to tie in their grocery brands with a restaurant loyalty/rewards program. Well, the first in line for that one will be Dunkin’ Donuts who announced recently that they’ll be rolling out loyalty in the near future. There are many other candidates with grocery brands including companies such as California Pizza Kitchen, T.G.I. Friday’s and Taco Bell.

Game on.

List of Restaurant Loyalty Rewards Programs – February 27, 2013

Couple Dining and Enjoying Restaurant Loyalty Rewards

Our latest list of restaurant loyalty programs. What are we missing? Please comment, tweet us or contact us.

BJs Brewhouse Premier Rewards

California Tortilla Burrito Elito

Carmelo’s Rewards

Champps Americana MVP League

Charlie Brown’s Steakhouse Handshake Club

Cheese Burger in Paradise Board Club

Copeland’s of New Orleans Lagniappe Club

Cosi CosiCard

Dave and Busters Rewards

Davinci Group Frequent Diner Club

Dunkin’ Donuts

Del Frisco’s Steak House Rewards

Don Pablos Habeneros Club

Duffy’s Sports Grill MVP

El Pollo Loco My Loco Rewards

Erbert and Gerbert’s Sandwich Society

Farrelli’s Pizza Fire Club

Freebirds Fanatic Rewards

Gastronomy Frequent Diner

Genghis Grill Khan’s Reward Kard

Gordon Biersch Passport Rewards

Grotto Pizza Swirl Rewards

Hard Rock Rewards

HWY 55 Burgers

J.P. Licks Cow Card

Kabuki Japanese Restaurant Red Mask Club

Kings Family Restaurants Royal Rewards

Kobe Japanese Steakhouse Kobe Rewards

LaMotta’s Italian – Belly Rewards

Landry’s Select Club

Lettuce Entertain You Frequent Diner Club

Levy Restaurants

Louisville Originals

Max & Ermas Good Neighbor Rewards

Max Restaurant Group Max Vantage

McCormick & Schmicks Rewards

Mellow Mushroom Beer Club

MOGL

Morton’s The Steakhouse

My Loyal Family

Old Chicago World Beer Tour

Ox & Pen Chicago

Outback Steakhouse My Outback Rewards

P.F. Changs Warrior Rewards

Pacifica Seafood Rewards

Panera Bread My Panera

Papa Gino’s Rewards/D’Angelo’s Rewards

Papa Johns Papa Rewards

Parasole Restaurant Holdings Dining Club

Phillip’s Seafood Friend’s of Phillips

Pita Pit Pit Card

Pizza Ranch Rewards

Qdoba Rewards

Red Mango Club Mango

Red Robin Red Royalty

Restaurant.com Rewards

Restaurants America Frequent Diner

Restaurants Unlimited Eat, Drink & Earn

Rewards Network

Rock Rewards

Ruby’s Diner Jitterbug Club

Smokey Bones Bones Club

Specialty Restaurants Loyalty Club

My Starbucks Rewards

Stoney River Legendary Rewards

Sullivan’s Steakhouse Rewards

TGI Friday’s Gimme More Stripes

The Counter The List

The Palm 837 Club

Tumbleweed Tex Mex Grill My Tumble Bucks

Loyalogy Unveils Loyalty Program Roadmap For Sagging Restaurant Sales

Restaurant Owner with a Big Idea

 

 

Asheville, NC, February 25, 2013 – Loyalogy, provider of loyalty program consulting and analysis services to the restaurant industry and publisher of the LoyaltyPulse research study on consumer attitudes about restaurant loyalty rewards programs, announced its Loyalty Program Roadmap for Sagging Restaurant Sales.

“Restaurant companies have been hit by a perfect storm of economic conditions causing a downturn in sales in early 2013.  This step-by-step, how-to guide helps restaurant companies with existing loyalty programs develop and implement successful promotions that leverage the data from their program,” said Dennis Duffy, President of Loyalogy.

The roadmap includes specific guidelines regarding how to analyze the data from a loyalty program and provides examples of the types of promotions most likely to generate incremental sales.  The roadmap is organized into five sections:

  1. Conduct a quick analysis of behavior among members of your customer loyalty program.
  2. Construct several offer ideas that provide extra motivation for loyalty program members to visit your restaurant instead of one of the other choices they have within your category.  Turn these ideas into limited-time promotions and select targeted members from the population of your loyalty program.
  3. Withhold a control group so you can determine the incremental sales generated by the programs.
  4. Implement the promotions and measure results against the control group daily.
  5. At the completion of the promotion, assess to determine the best performers.  Modify as necessary and incorporate periodic (not perpetual) promotions to enhance the effectiveness of your loyalty program in good times as well as bad times.

Read the complete roadmap report at the Loyalogy Website.

ABOUT LOYALOGY

Founded by Dennis Duffy, with more than twenty years of experience developing, managing and analyzing customer loyalty programs, Loyalogy provides loyalty program development, consulting, project management and database analysis services to restaurant companies.  Loyalogy is also the publisher of the LoyaltyPulse research study which finds that restaurant rewards programs may increase guest visits by as much as 35%.  For more information, visit www.loyalogy.com.

CONTACT

Dennis Duffy – President, Loyalogy, Inc. at 828-333-5860 or dennis@loyalogy.com.