Do Restaurant Loyalty Programs and Marketing Campaigns Mix Well Together?
Running a marketing campaign alongside your restaurant loyalty programs might seem tough at first, but it’s definitely worth it. They both have their benefits, after all.
Do keep in mind that having to acquire a new customer will end up costing you 5 times more than just retaining an old one – which is exactly the kind of thing a loyalty program can prevent from happening.
Plus, take into consideration the fact that customer loyalty programs for restaurants can provide you with valuable client data that can do wonders for your marketing campaigns.
And since successful restaurant marketing campaigns can help you increase your revenue throughout the year, it goes without saying that aligning these campaigns with your restaurant loyalty programs will only work in your favor.
Well, in case you’re short on restaurant marketing and loyalty program ideas, we’ve got you covered. Here are 6 types of campaigns you can use to boost your revenue and increase customer satisfaction at the same time.
Oh, and if you’re in a hurry, feel free to scroll down to the end of the article – we’ve got a quick summary of all our main points.
1. Campaigns That Offer Loyalty Boosts
This is the kind of marketing campaign you should always be running alongside your loyalty program.
Basically, you choose one day of the week or certain days each month. During that day/those days, your customers will be able to earn more loyalty points if they visit your QSR.
For example, let’s say your clients earn 1 loyalty point for each dollar they spend at your place of business.
Well, during these days, they’d be able to earn 2 loyalty points for each dollar they spend instead of just one.
It’s simple, appealing, and really gets the job done. Running such a marketing campaign is extremely easy (you can take advantage of social media a lot), and it will seriously increase customer engagement with your restaurant loyalty programs.
What’s more, this way, your customers will be much more likely to recommend your QSR to their friends and family, and even convince them to sign up for your loyalty programs.
2. Holiday-Centric Marketing Campaigns
Whether it’s Christmas, Thanksgiving, or Valentine’s Day, you should always take advantage of holidays and run a thematic marketing campaign that offers your clients access to exclusive seasonal deals:
- Unique Items
But of course, everybody does that. So how do you stand out from the crowd?
By adding loyalty points and rewards into the mix. Essentially, you can target both clients who are loyalty program members and those who aren’t.
Here’s a good example – let’s say it’s Christmas. Well, one way to attract clients to your QSR during this period is to let them know that not only would they be able to benefit from a decent discount, but that they would get to enjoy a unique, Christmas-themed loyalty reward which they’ll be able to redeem at your QSR.
Not only that, but you should also focus on the customers who aren’t part of your restaurant loyalty programs. Let them know that on top of the discount, they’ll have the opportunity to sign up for your loyalty program and receive a few bonus loyalty points to help them get started faster (if you want, you can actually offer them the amount they need to redeem the unique Christmas reward we just mentioned).
Quite a nice Christmas gift for your customers, wouldn’t you say so?
And since there are plenty of possibilities when it comes to holiday-themed marketing campaigns and loyalty promotions, you’ll always be able to make sure there’s plenty of in-store traffic during these periods.
3. Gift Card-Focused Campaigns
Let’s face it – pretty much all customer loyalty programs for restaurants feature gift cards (be them in physical form or represented by mobile apps). And since gift cards are pretty popular nowadays, centering a marketing campaign around them definitely seems like a smart move.
After all, do keep in mind that – as of 2015 – around 93% of consumers from the US alone either received or sent a gift card. Not only that, but 65% of people who own a gift card are likely to end up spending approximately 38% more than the initial value of the card (something that definitely works to your advantage).
So, what kind of marketing campaign could you run?
A good idea would be to have a campaign running throughout the year that rewards customers who purchase their first gift card. Usually, offering them a discount on their next purchase is more than enough to convince them.
Of course, that’s not all you can do. During holidays, you can run a promotion that advertises your gift cards as an excellent gift for family and friends (this can go hand in hand with what we just mentioned before).
Also, make sure to give your clients to chance to customize the cards as much as possible (different aesthetic themes and personalized messages usually do the trick).
This time around, you can throw in another discount on a future in-store purchase, or just offer a discount on the overall price of the gift cards.
And if you want to go the extra mile, you can even offer gift cards that provide access to some of your loyalty program rewards. Thus, you offer customers an incentive to join your restaurant loyalty programs as well.
4. Marketing Campaigns That Promote “Client Referrals”
We know the title might not be too clear from the get-go. Basically, we’re talking about your place of business rewarding loyal customers who bring one friend or family member for a visit (drink/lunch/breakfast – it can be anything).
Naturally, it goes without saying that this kind of campaign would only work with people who are members of your restaurant loyalty programs, as you’ll have all the info you need about them to successfully run and target the campaign. Furthermore, this way, your employees can scan their loyalty cards to make sure that no fraud occurs.
So, here’s how this would work.
You can run a marketing campaign throughout the year that lets your loyalty program members know what advantages they can enjoy if they bring one family member/friend at your QSR.
Depending on certain factors, we believe there are 2 excellent options in this case:
- If your customer has accumulated a certain number of loyalty points and they are eligible to redeem a reward, they can visit your QSR with a friend/family member, and both of them will be able to redeem the same reward.
- In case the first option is too costly or doesn’t seem appealing, you can just let your patrons know that if they bring along one friend/family member at your QSR, both of them will get to benefit from a decent discount on their purchase.
At the end of it all, your employees should offer the friend/family member who tagged along with the opportunity to sign up for your restaurant loyalty programs. If you want to offer them an even bigger incentive, you can tell them that if they sign up right then and there, they’ll receive a voucher or a few bonus loyalty points.
All in all, it’s important to keep in mind that such a campaign will make the friends/family members your patrons bring with them feel as if they’re benefiting from a unique, privileged offer. Something like that will definitely make the friend/family member in question more likely to become recurring customers too or even loyalty program members.
5. Marketing Campaigns That Reward Online Ordering
If you have an app for your QSR (in case you don’t, here’s a useful article to help you get started) that offers online ordering features, you can try looking into which ones of your patrons like to use this feature the most.
Afterward, you can try finding out which days of the week/hours of the day these customers aren’t too active when it comes to online orders.
Once you have that data, you can run a marketing campaign that aims to make said patrons become more active during their periods of inactivity.
For example, let’s say you’ve got a customer segment that is quite loyal and orders online a lot through your app – except for Saturdays.
Well, to fix that, you can run a marketing campaign that offers these clients access to discounts/vouchers if they make an online order on Saturdays. And you can run the campaign all year round without having to worry about profits going down, so there’s nothing to worry about.
At the same time, you can also try looking into which one of your customers don’t really use online ordering features and run a marketing campaign aimed at them. For example, you can offer the clients in question a small discount/a voucher when they make an online order.
You can choose to offer the discount/voucher only for the first online order they make, or just run the campaign for a limited amount of time. The latter is a decent option, as it gives your customers a sense of being able to take advantage of a unique opportunity.
Whichever the case, the end result is the same for you – increased online orders, enhanced engagement with your restaurant loyalty programs, reduced lines, and more room for in-store foot traffic (more clients, essentially).
And since you’ll be running the campaign throughout the year, that means you’ll get to ensure there will be very few days with decreased online orders for your QSR.
6. Time-Sensitive Campaigns
These kinds of campaigns can be tricky to pull off, but they are quite successful when it comes to motivating customers to take action – both those who are loyalty program members and those who aren’t.
Why? Because of the sense of urgency these marketing campaigns create.
To better understand what we’re talking about, here’s a basic example:
Every month or every few months, you can choose a certain period (a few days, or a week) during which you would offer customers the chance to enjoy various perks.
For example, you can decide that during the first week of April, loyalty program members can redeem a specific reward for fewer loyalty points. At the same time, you can offer non-members the chance to sign up for your loyalty program and enjoy a bonus (extra loyalty points, a faster accumulation of points, etc.) during that period.
The difference here is that you will focus the marketing campaign around advertising the fact that this offer will eventually end, and that customers only have a limited amount of time to take advantage of it.
Just remember to make sure there is plenty of info regarding what your customers need to do. Basically, don’t just tell them that, during a limited amount of time, they can redeem rewards for fewer loyalty points or enjoy a voucher/discount/loyalty point boost if they sign up for your restaurant loyalty programs.
Be sure to also include enough info in your marketing campaigns and messages about what actions said customers need to take. For instance, let them know what they need to do to get the discounted reward or to sign up (scan their loyalty cards, ask the cashier, and so on).
It might seem a bit redundant to us, but keep in mind that it’s a psychological trigger. See, consumers are more likely to block the sense of urgency you create if it isn’t followed up by clear instructions about what they need to do next.
One More Thing You Should Know
We’ve already offered you plenty of successful marketing campaign ideas that can help you increase your revenue and the success of your restaurant loyalty programs.
But what if we told you that there’s also a way to simplify your QSR marketing campaigns? We’re talking about making sure you won’t have to dedicate too much time and effort to set up the campaigns at all – effectively freeing up your time so that you can focus on other matters!
What if you could be sure that your campaigns and promotions reach the right patrons, at the right time, delivering the right message?
Well, with Spoonity, that is entirely possible. That’s because our loyalty platform will provide you with valuable customer insights, such as:
- What your clients’ demographics are.
- When they like to shop the most (which day of the week).
- Which ones of your items they like the most.
- Which patrons purchase multiple SKUs.
- Where certain client segments like to shop.
- How active various customers are with your restaurant loyalty programs.
- Who your most loyal and profitable clients are, and which ones you can grow.
Not only that, but our platform also offers full customer segmentation, making it extremely simple for you to tell what degree of loyalty characterizes certain client groups (high loyalty, medium loyalty, low loyalty, or no loyalty).
Furthermore, our advanced analytics can even tell you what percentage of your patrons are likely to buy a certain item.
So, you’ll have a very easy time knowing exactly which customer segment you need to target with a specific marketing campaign, what promotions you can use with each segment, and when to do it as well – among other benefits.
But it doesn’t stop there, though.
Creating and running a marketing campaign with Spoonity is very hassle-free – all thanks to our user-friendly design and marketing automation features!
First of all, campaigns that are run through our platform let you target any customer group(s) you want. For instance, you can run a campaign that is only aimed at clients who are high-spenders, who purchased a certain item or like to use online ordering/online payments the most.
In fact, you can even create your own customer client segments, and use as many filters as you want to make them as specific as possible – all with just a few clicks!
The same goes for choosing how long you want the campaign to run for, and which days/hours the campaign will be active for.
And once you select the group you want to target, Spoonity will take things to the next level by showing you exactly what channels you can use to reach that specific group (or groups) of patrons (and what the reach is for each channel too):
- Push Notifications
- In-App Notifications
- Text Messages
What’s more, you’ll be able to use a combination of those channels to further diversify your campaign.
And yes, Spoonity lets you customize the campaign promotions for each channel with ease.
You should also know that our platform will even be able to tell you what the approximate cost of the campaign will be if you run it through Spoonity. That, and you’ll also have a chance to link the campaign to any other promotions (which you can easily set up through Spoonity too) if you want.
Oh, and remember what we said about online ordering? How can you take advantage of it to craft customer-centric, revenue-driven marketing campaigns? Well, Spoonity provides you with a white-labeled QSR app that features online ordering capabilities alongside online/mobile payments and full POS integration too.
Everything sound pretty good right?
Then be sure to think over all the marketing campaign ideas we’ve provided, choose the ones that work best for you, and take advantage of everything Spoonity has to offer – our pricing is very fair, after all.
The Main Highlights
We know this is a lot of info to take in, which is why we wrote this section as well. So, here are the main marketing campaigns you can run throughout the year alongside your restaurant loyalty programs:
- Loyalty-Boost Campaigns – During a certain day of the week or a few days each month, you can offer your patrons the chance to earn more loyalty points for their purchases (2 instead of 1 for each dollar they spend, for instance).
- Holiday Campaigns – Take advantage of any holiday you want to diversify your marketing campaign with attractive discounts, vouchers, and even faster loyalty point accumulation or bonus loyalty points for customers who sign up for your loyalty program.
- Gift Card Campaigns – Offer customers who buy their first gift card a discount, voucher, or the chance to enjoy some of your loyalty program-specific rewards. Also, feel free to run a campaign that advertises your store’s gift cards as the ideal presents for friends and family.
- Referral Campaigns – You can encourage customers who are loyalty program members to bring along a family member/friend with them at your QSR by offering them both a discount or a redeemable loyalty program reward. At the end, your employees can offer the friend/family member a chance to sign up for your loyalty program.
- Online Order Reward Campaigns – If you have a QSR app that offers online ordering features, you can try seeing when (which day of the week, for example) your patrons don’t use that feature too often. Then, you can run a campaign offering your clients a chance to take advantage of discounts or vouchers if they order online within that specific time frame.
- Time-Sensitive Marketing Campaigns – Evoking a sense of urgency can work to your QSR’s advantage. You can run a campaign advertising a unique loyalty reward, discounts, vouchers, loyalty point boosts (and so on), and focus the campaign on the fact that the offer is available for a limited time only. Just remember to provide clear instructions regarding what consumers must do, so that they really act on that sense of urgency.
And to make all these campaigns work well, increase your revenue, and boost the success of your restaurant loyalty programs, you should use a reliable QSR app platform like Spoonity. That’s because you’ll gain access to all the customer insights you need to put together a truly successful marketing campaign.