Think Like Domino’s – Become a Tech-Focused Brand

Keeping your guests engaged in 2017 and beyond means having the right technology to provide a seamless digital customer experience. These days, it’s said that you need to be more than a restaurant, you also need to be a technology company. There are steps your restaurant can take to enter the technology realm and provide the digital experiences that will compel guests to choose your brand.

Domino’s Pizza® has earned its reputation as a technology company by innovating the way it connects with its customers. In 2010, a change in leadership brought forward a tech-minded philosophy, and the results speak for themselves. Domino’s same store sales grew by 12 percent in 2015 alone, and the stock price has grown from $3.15 in late 2008 to $177.94 as of the writing of this article, so it’s safe to say its technology investments are paying off!

So what does Domino’s Pizza do so well? Here are three critical elements of Domino’s digital-focused guest engagement strategy that you can follow: […]

Quick Call with CPK on ‘Mobile First’ Marketing Program

Last week, California Pizza Kitchen (CPK) introduced version 2.0 of its Pizza Dough® Rewards mobile app, a new mobile app built in concert with rewards systems provider Paytronix Systems, Inc.  CPK has rolled  out v2.0 of its mobile app to 197 of its company-owned locations in the United States. CPK operates 300 restaurants in 16 countries.

We recently spoke with CPK CIO Andy Mai and Senior Vice President of Marketing Ashley Ceraolo to find out more about the new mobile app.

Tell us what’s new in version 2.0 of the CPK Pizza Dough Rewards app.

Andy Mai: We’ve recently introduced v2.0 of our mobile app. It’s the primary guest engagement vehicle of the CPK Pizza Dough® Rewards program. The app was designed from the bottom up to enhance our guests’ experience with an easy-to-navigate home screen, pay-at-table functionality, and the ability to access and redeem rewards.

Why did CPK believe it needed to overhaul its Pizza Dough Rewards app from the ground up?

Ashley Ceraolo:  More than 80% of our guests engage […]

Reward Good Customer Behavior, Don’t Entitle Them

Reward programs have been around for years. Airlines, hotels, and restaurants adopted these programs decades ago. Convenience stores on the other hand, seem to prefer club programs and simple promotions like 3 cents off per gallon or short term, low value programs.

At a high level, mass promotions are a great business strategy, driving more visits and spend. Most of the time they are also paid for by the CPG vendors, so the cost of running these promotions is minimal to the convenience store. Mass promotions and eblasts get brands quick wins and compel customers to make purchases with the incentive of getting an item for free.

Most mass eblast promotions are the standards “Buy 1 coffee, Get 1 coffee Free.” Let’s think about this from the customers’ point of view, […]

3 Factors that Make Loyalty Programs Deliver Incremental Revenue

With a greater understanding of customer spending and visit habits, marketing becomes more agile, is able to make informed decisions, and can ultimately compel repeat visits and increase baskets through relevant engagement.

There are three main factors that make a loyalty program successful:

  1. A well-designed program. Core loyalty programs typically motivate members to increase visits and spend. Customers need to feel the value of being a member. They should be earning a reward around every 4 to 6 visits. It is best to make sure you have low-value redemption options such as a cup of coffee or a candy bar that customers can work towards redeeming and feel as though they are being rewarded fairly.

Running various kinds of promotions is another key component in a well-designed program. Promotions keep the program interesting and fresh in the eyes of the customer. Getting a surprise reward makes customers excited and more willing to engage in the program.

  1. CPG deals that are aligned with your brands goals. Vendors have their own interest that may not always align with your bottom line. Ensure CPG-sponsored promotions are driving extra traffic into your store, or add incremental spending. Good relationships with vendors allow your brand to work with them on promotions and ways to effectively use their funds. Instead of running a buy one get one free promotion you can use these funds in different ways to drive more visits and spend. For example, drive more full price purchases of an item and in return your customers can earn bonus points towards their next reward.
  2. Support from all levels of your organization. Programs succeed when executive buy-in is present. Harnessing the influence that the top of the organization wields reaches all aspects of the program from motivating general managers to train staff and be accountable for the program metrics in their district to addressing franchisee concerns about discounting. When buy-in is present throughout the entire organization, brands will try new things and continually evolve the strategy that makes an impact on the business.

Learn more about building a well-designed program and engaging your customers by watching this webinar “Brilliant! Reward Program Design Principles for Convenience Stores.”