In almost any case, you can tie the earnings part to a timeframe. E.g. If you order more than 100 euros this month you will get Y. Adding a timeframe brings a sense of urgency but don’t overdo it. Another part of the earnings side to think about is an expiration date. Are the earnings valid for a certain amount of time? Sometimes you see that if you keep earning, your earnings will remain valid. You see this often happening in airlines where you need to keep flying to not lose your earnings.
Now let’s move to the redemption side. What is it that you’re offering as a return for loyalty? A restaurant can offer multiple perks if it comes down to loyalty.
- Free products
- Discount on products
- Free delivery (if applicable)
- Exclusive access to e.g a newly launched hamburger
- First getting served (works in store, takeout and for delivery)
- Celebrations (Birthday, Christmas)
Key here to be creative and to understand the needs of your audience. But if a loyalty scheme is designed well, it can be very powerful.
Maintaining your relationships is key
Every relationship needs maintenance, also a restaurant brand’s relationship with it’s guests. Here it’s all about communication, preferable in a 1-1 and personalized way. Many restaurant brands launched an app to establish a direct, 1-1 communication channel with guests. Unfortunately, apps started working less and less. Guests don’t want to download an app for each brand they (want to) love.
At Table Duck we’ve built a chatbot to solve that issue. By using existing messaging platforms like Facebook Messenger and WhatsApp, a chatbot can help you communicate with guests in a 1-1 manner. Our chatbot for example can take orders and handle payments and can be connected to a loyalty programme. Building direct channels helps you build your restaurant brand and to interact with your guests.
So to wrap it up, life in the restaurant business didn’t get easier. Guests are more demanding and less loyal. It’s key to stand out of the crowd and build a relationship in return of loyalty from guests. Let technology help you like a well designed loyalty programme or a chatbot for communication.
Robbert Bregman – Co-Founder of Table Duck | Digitizing hospitality by building chatbots that improve guest experience.