Pizza Today June 2021 - 36
The key to making these programs
work lies in understanding what consumers are looking for, and then setting
up a uniquely designed program that's
in tune with your specialty and brand.
Recognizing the playing field.
" Today, customer loyalty solutions are
about so much more than making sure
guests can earn and redeem rewards
for their dining experience, " Lee says.
At the same time, diners are expecting more than just points or coupons
when they order food. " Today's guests
are savvy and looking for more personal
experiences, " Lee says. " Offering a
discount on a pepperoni pizza to all of
your guests, regardless of their dietary
preferences, is a thing of the past. " This
sort of 'spray and pray' model is more
likely to turn guests away, rather
than bring them back for more.
Getting more personal. Red's
Savoy Pizza, a growing pizza chain
in Minnesota with 16 locations,
offers guests the chance to sign up
for its Thank You Rewards program.
Diners receive Thank You Points
for each dollar spent on qualifying
food and drink. After collecting
75 Thank You Points, they receive
a $5.00 Thank You Bucks reward.
This amount is credited to the
customer's Thank You Card and can
be redeemed for more pizza or other
qualifying menu items.
Members of the loyalty program
also can receive a 10-inch, one
topping pizza on their birthday. " It
helps to recognize the person, " says
Reed Daniels, CEO of Red's Savoy.
Some customers may come in solo
for their birthday pizza, while others will bring family members and
others who will pay for their meals.
The arrangement creates a perceived
value for diners, and also creates a
balance from a financial standpoint
for the restaurant.
Building in more aspects
of personalization has been
central to the loyalty program.
" We want to care about that other
person, and part of caring is knowing what they like and don't like, "
Daniels says. This is the approach
taken as data is gathered from customers. For instance, when considering offering a promotion related
to chicken wings through the loyalty
program, the option isn't necessarily pushed on every customer. " If
we know someone is a vegetarian,
let's not offer them chicken wings, "
Daniels says.
Using technology to build
programs. " In 2021, a lot has to be
omni channel, " Daniels says. This
includes loyalty programs, which
can easily get overlooked if they are
only showcased on your website or a
single sign within the place. " Guests
can see our loyalty program when
3 6 / P I Z Z AT O D AY. C O M / J U N E 2 0 2 1
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Pizza Today June 2021
Table of Contents for the Digital Edition of Pizza Today June 2021
Pizza Today June 2021 - CT1
Pizza Today June 2021 - CT2
Pizza Today June 2021 - Cover1
Pizza Today June 2021 - Cover2
Pizza Today June 2021 - 3
Pizza Today June 2021 - 4
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Pizza Today June 2021 - 34
Pizza Today June 2021 - 34A
Pizza Today June 2021 - 34B
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Pizza Today June 2021 - Cover3
Pizza Today June 2021 - Cover4
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