Category: Restaurant

Keeping customers coming back is no longer just about good food—it’s about building relationships. The secret sauce in turning infrequent diners into regulars? Loyalty programs. They’re essential for driving customer retention and increasing lifetime value. But traditional punch cards and basic rewards are no longer enough—innovation is the name of the game. And as loyalty engagement soars this year, it’s more important now than ever before that you encourage unique interactions with your customers.

In this blog, we’ll explore the key trends reshaping loyalty programs and the cutting-edge strategies that are setting some restaurant brands apart.

Before we begin, it’s important to note that many people, even in our field, will use the terms “loyalty program” and “rewards program” interchangeably. However, there are nuanced differences between the two.

Loyalty programs are created with the intent of affecting consumer behavior by shaping their consideration set and improving their long-term relationship with the brand. Thus, influencing customers to return with greater frequency than would have otherwise been the case. Loyalty programs do so by offering incentives for repeat business, often through points or tiered levels of engagement

A rewards program is nearly always a component of a loyalty program, but rewards programs are more transactional. They offer customers immediate benefits or discounts after specific purchases. Both aim to increase customer retention, but loyalty programs encourage ongoing engagement.

Taking Loyalty to the Next Level

Loyalty programs are getting a serious tech upgrade, making things more personalized and fun than ever before. Mobile apps like Starbucks Rewards and Dunkin’ Donuts DD Perks make tracking points and offers a breeze, putting everything you need right at your fingertips.

Then there’s AI, machine learning, and personalization tools, which when utilized effectively enable brands to tailor recommendations and predict exactly what you’ll want next. Getting offers that feel like they were made just for you? That’s not just a future dream—it’s today’s reality.

Another game-changer? Blockchain and cryptocurrency are making waves in the loyalty space. Burger King’s Royal Perks, for instance, lets members earn Bitcoin, Ethereum, or Dogecoin with qualifying orders (https://www.bk.com/crypto). Beyond the buzz of earning crypto, blockchain brings security and transparency to the table. Each transaction is recorded in a permanent, tamper-proof database, preventing fraud and saving restaurant brands money in the long run. It’s a win-win: cool rewards for customers and smart solutions for brands.

Tiered Programs That Play to Win

Tiered loyalty programs are a fantastic way to keep customers hooked because it’s gamifying the experience. Each time you visit you get closer to reaching a new reward with points systems and challenges. Take Panera Bread’s MyPanera program, for example. The more you visit, the more perks you unlock, making each trip feel like a win.

But why settle for just discounts? Restaurants are getting creative with experiential rewards like exclusive chef’s table dinners, cooking classes, and special events that add a touch of magic to the dining experience. A great example of a brand utilizing gamification in their loyalty programs is Chipotle, who takes a fun approach by mixing virtual gaming with digital perks and IRL redemptions. They recently launched their grill simulator, which is a game available on the  Roblox platform involving digital “tasting” using a virtual fork. The first 100,000 users who complete the simulation will earn a free entrée code to sample the actual menu item that they digitally prepared.

Not only is this kind of program innovative, but it strategically engages a specific segment of their audience. The feedback has been overwhelmingly positive, showing that when you blend gamification with digital ease, you can create a loyalty app that’s both engaging and rewarding.

Tap Into Rewards with Mobile Apps

The days of rifling through your purse for a punch card or coupon have fallen by the wayside. If you don’t have an app that allows for rewards and engagements to be stored all in one place, you have fallen behind. Many of us are familiar with Starbucks Rewards, which is a standout example of a loyalty app done right. If you’ve used it you know they’ve nailed it with a sleek mobile app design that tracks your rewards, offers personalized deals, and makes ordering a breeze. With a mix of real-time rewards tracking and exclusive offers that make customers feel like VIPs, Starbucks shows that a well-designed app and a dash of exclusivity can keep customers coming back for more. Chick-fil-A One is also a masterclass in utilizing a rewards app to personalize rewards and engage customers. They use data to tailor rewards and offers to each customer’s preferences, which makes everyone feel like they’re getting special treatment. Their comprehensive approach and personal touch has done wonders for keeping customers coming back, and the tracking that makes this dynamic strategy executable is made possible only through the interface of an app.

Push’s take on building successful loyalty programs

Now that we’ve covered some of the innovations you may consider incorporating into your loyalty program, let’s talk about the strategies needed to create a successful loyalty program that have not changed. When helping our clients develop and refine their loyalty programs, there are a few tenets that we always consider to ensure our success, and they are:

Well-Timed Communication

Staying top of mind is key, but there’s a fine line between keeping customers in the loop and spamming them. Email, SMS, and push notifications are great tools for staying connected, but the trick is finding the sweet spot—just enough updates to keep them interested without overwhelming them. Think of it as

dropping little reminders that show up just when they’re most likely to engage. This is another reason that utilizing apps for loyalty programs is so crucial. Mobile devices unlock real-time, location-based redemption capabilities that are simply unavailable otherwise. With these capabilities, apps can even deliver personalized offers precisely when users are nearby or most likely to engage.

A great example of that was the loyalty campaign we ran for Cinnabon. Not only did we run a proximity targeting campaign to drive potential customers in real-time when they were within a 1-mile radius of a participating Cinnabon, but we also created a custom audience based on dwell time. Meaning we considered not only where these prospective targets were, but how long they had been there. If a user was consistently within the 1 mile radius of a Cinnabon for more than 4 hours we could infer that they likely worked at the mall, and would therefore be more likely to participate in a loyalty program if the offers were compelling, consistent and offered during lunch and break times.

It’s worth noting that dynamic pricing does not have the same incentivizing effect as offering discounts at a particular time. We would encourage brands to proceed with caution if considering dynamic pricing, as your customers may take notice and create public pushback. Instead, if you’re considering dynamic pricing we suggest adjusting base price accordingly and offering reminders or even discounts based on people’s timing and use patterns.

Prioritize Personalization

As mentioned above, it’s becoming easier than ever to personalize the offers you are sending to your customers, and as such, it’s become our recommended best practice. We recommend utilizing analytics and customer behavior insights to offer personalized recommendations, discounts, and rewards tailored to individual preferences. We do so because we know personalized rewards outperform generic offers. In fact in our experience, 4 out of 5 people  are more likely to buy when brands offer individualized interactions.

For example, in our work with Winn Dixie and their rewards app, we know that shoppers may increase their shopping frequency if they are offered incentives on items they would typically buy. As a result, the app utilizes individual customer data regarding past purchases to tailor its savings to the habits of each user. The offer is framed as “the more you shop, the more we learn about your favorite groceries, so we can let you know when they’re on sale”, making customers feel like they are engaging in a personalized shopping experience if they redeem the app’s offers.
As with any offer, it’s important to make sure you are not simply providing discounts to users who were going to make a purchase regardless of your offer. Use previous customer data to determine that the difference between a completed transaction or not, was in fact your well-timed loyalty touchpoint. In the Winn Dixie example above, while customers may have gotten a deal on a particular item they may have purchased either way at a later date, the offers have proven successful in getting customers to come in sooner than they would have otherwise. This increases net sales overall, as we know that shoppers rarely only buy one item at a time during trips to the grocery stores.

Ease of Integration

And finally, it’s important to remember there’s no value in a service that people aren’t using. Having your loyalty program, ideally your loyalty app, be easy for customers to integrate into the way they already shop and dine is essential for your campaign’s success. All app design should prioritize the user experience, be designed in an intuitive and attractive way, and have fast page load times. Ensuring that you have appropriately predicted your user’s needs and have designed in a way that prioritizes your core features and offers is imperative.  A great example is the loyalty app created for burger darling Smalls Sliders loyalty. By utilizing graphic elements and limited copy, users can quickly understand how to engage with Small’s offers.

With all the innovations currently being integrated into restaurant loyalty programs, it can be overwhelming to decide what’s the best fit for your business today. We encourage our customers to think about creating timely offers, personalizing rewards, potentially introducing a gamified app, and integrating all the latest tech trends to keep their customers engaged. It won’t only increase your customer retention, but it’ll boost your bottom line in the long run. If you find yourself seeing the value in a stronger loyalty program but aren’t sure where to start, give us a call.

Before digging into this article, take a second and picture the last ad you saw that made you think, “Wow, that is seriously cool, I wish I had thought of it.”

Can you picture it in your mind’s eye?

Now, can you identify what made you remember it?

Maybe you know exactly why it stuck in your head, or maybe, like many, you find it hard to put your finger on exactly why. In a world littered with messages competing for your limited attention, making an impression is often more art than science. It’s not just about being seen—it’s about standing out. Creative and unconventional approaches to generating awareness for your brand not only potentially differentiates you from your competitors, but ideally engages your consumers on an emotional and personal level. Creating memorable and lasting impressions that make them remember your brand and how your brand makes them feel.

Let’s explore how out-of-the-box creative approaches can help your brand break through the noise, captivate your audience, and leave a lasting mark.

A SOLID FOUNDATION

Step one is truly understanding your target audience. Identifying who they are, where they go, what they do and the life they live day to day. Then you can start to pinpoint their behaviors and preferences precisely enough to tailor content and strategies that will resonate with them. You can speak to their desires and pain points. Boost engagement. And create a more memorable brand presence.

Step two is to set time aside to brainstorm unconventional ideas. If you want to turn heads, you’ve got to shake things up. Bring your team together for brainstorming sessions that embrace the unexpected and celebrate bold thinking. The trick? Don’t limit yourself to your industry’s bubble—pull inspiration from far-off places, different markets, or even the quirkiest trends. By encouraging unconventional brainstorming and daring to explore the unfamiliar, you’ll spark those novel, game-changing ideas that truly break through.

Step three is to develop a clear plan that outlines the foundation of your creative strategy. After you’ve outlined your objectives, identified your target audience, and defined the key messages you want to convey—all while ensuring everything aligns with your brand’s core values and goals—your foundation is set to explore different creative approaches that can amplify your message.

CHOOSE YOUR FIGHTER

Guerilla Marketing

Guerrilla marketing can generate buzz through unexpected, attention-grabbing tactics. It’s an advertising approach that borrows the concept of “guerrilla” warfare, or the element of surprise, to communicate with target audiences. This form of marketing relies on unconventional and inventive displays to elicit wonder or shock and can be especially effective for driving publicity. A classic example of this would be Reb Bull’s Stratos, a campaign that saw close to 10 million people tune in live to watch Austrian skydiver Felix Baumgartner, jump from the edge of space on YouTube. It set a record for the most concurrent views on the platform at the time and has garnered millions of additional impressions after the fact. Red Bull has said the Stratos stunt led to $500+ million in sales.

Red Bull Stratos Project, Jörg Mitter, October 14, 2012. © Red Bull Media House. All rights reserved.

Experiential Marketing

If a publicity stunt isn’t what you had in mind, maybe you want to focus on immersing your audience in memorable brand interactions. If so, consider experiential marketing. A great example is when Auntie Anne’s launched their Knead Fragrance campaign. It was truly a step outside the box, turning the irresistible scent of their fresh-baked pretzels into a wearable experience. This innovative campaign tapped into a sensory nostalgia, allowing fans to carry the comforting aroma of Auntie Anne’s with them wherever they went. By transforming a sensory indulgence into a tangible product, Auntie Anne’s not only enhanced their brand’s connection with customers but also created a buzz-worthy, unique marketing strategy that showcased their playful and inventive spirit. This campaign not only set a new standard in experiential marketing but also highlighted how memorable sensory experiences can be seamlessly integrated into a brand’s identity.

Auntie Anne’s “Knead: Eau de Pretzel” promotional campaign. All rights reserved to Auntie Anne’s.

Another standout example of a successful out-of-the-box campaign is Liquid Death’s Private Aero Jet Giveaway, which truly embodied the brand’s irreverent and bold persona. By offering an exclusive private jet experience, Liquid Death tapped into the ultimate luxury fantasy, aligning perfectly with their edgy, no-holds-barred image. This campaign wasn’t just about promoting a product—it was about creating an unforgettable experience that resonated with their audience’s desire for extreme and unique encounters. By blending high-octane excitement with their signature rebellious style, Liquid Death not only captured attention but also cemented their reputation as a brand that defies convention and delights in pushing boundaries.

Liquid Death promotional content. All rights reserved to Liquid Death Mountain Water.

Viral Social

And finally, we can’t forget to mention the viral potential of social media campaigns—which when done right can spread your message like wildfire and drive significant brand awareness. Here, Liquid Death broke all the rules of advertising. By highlighting some of their “haters” opinions online next to their product, the were able to flip the narrative with some cheeky humor and turn criticism into conversation. For other brands, this may be a risky move. But because Liquid Death’s brand positioning and personality is so unique and strong, it paid off. And the it even claimed a spot on the list for most viral social campaigns of 2022.

Liquid Death promotional content. All rights reserved to Liquid Death Mountain Water.

EXECUTE AND MONITOR

Executing a successful campaign requires more than just a great idea—it’s all in the details. From precise targeting to seamless execution, every element plays a crucial role in delivering the right message at the right time. Once the campaign is live, ongoing monitoring is essential. By tracking performance metrics and being ready to pivot, you can optimize your strategy in real time, ensuring the campaign stays effective and aligned with your goals. A fine-tuned approach like this not only enhances results but keeps your brand agile and responsive.

Creativity is the driving force behind campaigns that don’t just get noticed—they get remembered. From engaging consumers through interactive experiences to earning media buzz with innovative ideas, a touch of creativity can transform your brand’s visibility and loyalty. By crafting memorable experiences, your brand isn’t just reaching people—it’s connecting with them in ways that inspire long-term advocacy. Ready to take your brand to the next level? Contact us today to discover how our creative strategies can elevate your brand awareness and leave a lasting impression. Let’s turn fresh ideas into real results!

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Community engagement isn’t just a buzzworthy marketing phrase—it’s the key to making your restaurant brand a local legend. Cultivating a strong, connected community can turn guests into regulars; Diners into die-hards; Casual visitors into fans for life. Plus, you’ll boost your brand’s reputation and bottom line while you’re at it. But building that loyal base takes more than just a few promos and token gestures. It’s about consistently showing up and creating space for meaningful connections to flourish. So, how do you do that? Dive into this guide with seven key strategies to help you build and sustain a thriving community around your restaurant brand.

1. Define Your Brand

First things first—you need a brand identity that’s more than just a logo. Missions, visions, and values matter. People want to connect with brands that stand for something they believe in. So, make sure you have a clear sense of purpose and a voice that expresses it authentically. When customers resonate with your values, they’re more likely to support your brand with pride.

2. Leverage Social Media

Once you’ve nailed your brand identity, it’s time to let your audience in on it. Meet them where they hang out—on social media. Share your brand’s story, values, and personality in a way that feels genuine. Keep your content mix fresh with promotions, interactive posts, and behind-the-scenes peeks into your kitchen and crew. Don’t just post and ghost—interact with your followers. Responding to comments and DMs shows you’re listening, and it builds a deeper sense of trust and loyalty.

3. Host Events

Events are more than just gatherings—they’re experiences that make your brand memorable. Hosting watch parties, trivia, live music, exclusive tastings, and even community give-back nights can bring people together and give them a reason to be more involved. And don’t forget your online audience—run virtual events like contests, live Q&As, or digital cooking classes to keep the vibe going wherever your fans are.

4. Get Local

It’s time to step outside your four walls. Being visible in your community is key. Sponsor local sports teams, set up a booth at farmers’ markets, or show up at neighborhood festivals. The more your brand is seen around town, the more people will see you as part of the community, not just another business.

5. Develop an Effective Loyalty Program

Loyalty programs are a perfect way to reward your biggest supporters. Go beyond the usual points-for-purchases model—give points for social interactions, event participation, and more. Sweeten the deal with members-only perks like early access to new menu items, exclusive discounts, and surprise offers. Keep the connection alive with personalized emails that keep your customers in the loop and engaged.

6. Highlight Customer Testimonials

Your customers are the best marketing tool in the box. Showcase their experiences, glowing reviews, stories, UGC and testimonials on your website and socials to build trust and that “I belong here” feeling.

7. Maintain Open Communication

Staying connected is key. Send out regular newsletters with the latest on upcoming events, special offers, team shout-outs, and behind-the-scenes stories. Keep it casual and engaging so your audience feels in the know and excited about what’s next. And remember—engagement is a two-way street. Invite feedback, listen to your customers, and respond with intention. When you create an open line of communication, you build a community that feels heard and valued.

Building a strong community around your restaurant brand takes intentional effort. But the payoff is huge. By defining your brand, encouraging communication, participation and staying consistent you can set the foundation for a loyal base. If you’re not sure where to start or where to connect with your audience, Push can help. Just reach out. We’re here to help you create a brand community that’s as passionate as you are.