When you notice a slowdown at your restaurant — quieter Saturday nights, lower check totals, fewer filled tables – you may think it’s because of your food or service. After all, the reason customers aren’t returning must be one of those two things, doesn’t it?
Well, focusing on just food or service overlooks a crucial third pillar of any successful restaurant: its technology. From the way you construct emails to your mobile app or website, technology plays a big role in how guests perceive your brand. And if you stay ahead of the curve when it comes to implementing new guest engagement technology, you can connect with guests in ways that separates you from the competition.
Unfortunately, some restaurant owners who implemented technology with the best intentions and believe they’re applying best guest engagement are often making critical mistakes. In many cases, the way restaurants use technology to engage with customers is what’s driving those customers away.
Here are five ways your guest engagement technology might be causing more harm than good. […]
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 […]
How many times have you sat at your desk watching the results of a campaign you were excited to roll out, only to see those stats flat line, or worse, nosedive into a negative return on investment? Without a doubt it is the defining moment of any marketer’s career. It becomes that “aha” moment where you can say, “I probably should have segmented the audience for this campaign.”
I hate to lead with a cliché, but if you haven’t heard about Pokémon Go then you must be living under a rock! In the past week the Pokémon Go app has soared past Tindr and Twitter to become the #1 app on the market. If you didn’t already know, according to CNBC “Pokémon Go uses augmented reality technology to allow users to catch virtual Pokémon characters in the gamers’ real-life surroundings using their smartphone screens, as well as battle other Pokémon characters”. Take a look at the 5 real life mobile marketing lessons that we can learn from this virtual game:
Give Guests Something to Share
Pokémon Go has limited functionality: you can catch Pokémon, gather items, and battle your Pokémon. In addition to this core functionality, a bonus feature is the ability to take pictures of your Pokémon in the augmented reality environment (example at right). You might have seen these pictures splashed across social media, as users are excitedly sharing their new virtual friends. Similarly, marketers should place features such as refer-a-friend within their apps to empower customers to become brand advocates. […]