Restaurants: the digital loyalty card boom
13 April 2022
Loyalty costs 5 times less than attracting a new customer. We've seen this figure all over the place.
But in the restaurant business, it takes on a very concrete meaning: filling the room on a weekday lunchtime, bringing back regulars, cushioning off-peak periods.
The major chains have understood this. Starbucks, for example, didn't just create a nice program. In the United States, 40% of their sales go through their digital program. The result: over 16 million registered customers.
You're not Starbucks? Good for you. You have more flexibility. And today, there are solutions that enable independent or networked restaurateurs to launch their own digital loyalty program, without complex infrastructure.
So ask yourself the right questions:
➜ Do your customers come back often?
➜ Do they talk about you around them?
➜ Do you know who orders what, and how often?
If you don't have a clear answer, there's probably a lever you're not yet exploiting: your loyalty.
Why does digital loyalty work better than paper cards?
We're all familiar with the stamp card. It hangs at the bottom of a wallet, goes through the washing machine with the jeans, or it's forgotten just when the customer should have been offered dessert.
The digital version remains available with every order. On the phone, in the wallet, from a kiosk or click & collect: it follows the customer everywhere.
Another advantage: it adapts to all points of sale. Customers earn points whether they order at the counter, by delivery or online. It's simple, fluid and frictionless.
And it doesn't stop there:
➜ It's more engaging: customers can check their points balance in real time, unlock their rewards whenever they want, and sometimes even boost their earnings with certain products. Some programs (like ours!) go even further, with gamification This creates a real sense of attachment and routine.
➜ It's automated: no more manual calculations. The system manages everything, records purchases, triggers rewards and can even send an SMS or email when an offer is available.
➜ It's personalized: based on their shopping history, customers can receive suggestions or targeted offers. A good way to increase the average shopping basket... without forcing it.
In short, it ticks all the boxes: convenient for the customer, profitable for you. And above all, much more reliable than the old tampon.
How to set up a digital loyalty card in 3 steps?
Just a few years ago, creating a digital loyalty program was a headache. Today, it's simple. Here are the 3 steps to take action without wasting time.
1. Choose a solution compatible with your tools
You don't need an expensive, custom-built system. What you need is a solution that integrates easily with what you're already using:
➜ your customer databasealso known as CRM (if you have one)
The idea is to centralize information without adding a layer of complexity.
2. Install it and offer it to your customers
Once set up, you can make it accessible in theatres (via a QR Code), on your website, in your e-mails or even directly from the kiosk.
Registration takes 30 seconds. There's no need to mobilize your staff to explain anything: customers can easily create their own account.
3. Automate reminders and rewards
That's where the real benefit lies: you don't have to manage anything by hand.
Customers accumulate points automatically with each visit. And as soon as they reach a certain level, they receive a notification, SMS or email to enjoy them.
You can also trigger messages according to specific criteria:
➜ It reaches a points threshold
➜ He hasn't been back for 30 days
➜ It's her birthday
And it's all running in the background. No need to think about it, it works for you.
Results: what you can expect from a good digital loyalty program
A good loyalty program does more than just offer a coffee every 10 visits. It acts on several levers at once.
More recurrence
When customers know they're earning points with every visit, they come back more often. It's only human: nobody likes to "lose" potential points.
The same applies to Click & Collect or order terminals: the loyalty reflex becomes automatic.
A rising average shopping basket
You can offer points boosts on certain products: the customer adds a dessert or takes a full menu just to unlock their reward faster.
You don't force the sale, you guide it.
A database that really serves you
Each registration enriches your customer file. You know what they order, when, and how much they spend. It's up to you to use this information intelligently: targeted offers, personalized reminders, or simply better customer knowledge to adjust your offer.
Less dependence on platforms
By building loyalty directly with your customers, you limit the impact of platforms that keep data for themselves. You regain control of the customer relationship.
Simply put: you build loyalty, you sell more, and you get to know your customers better.
Why wait?
You have everything to gain: more regular customers, a rising average shopping basket, and a real database to exploit.
Want to get started but still have questions?
➜ Get in touch with our team We'll help you define the right strategy for your business, based on your tools and objectives.
Need to dig deeper into a subject? Here are some useful articles to read next:
➜ Customer loyalty: 3 effective strategies for your restaurant
➜ Creating a post-purchase bond: the keys to customer loyalty in the foodservice industry
