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Breakthrough Restaurant Loyalty Programs, What to Think About for 2025

Post author By admin
Post date October 16, 2024

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.

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Restaurant Branding Marketing Communications Advice

Using Out-Of-The-Box Marketing Tactics to Generate Brand Awareness

Post author By admin
Post date August 29, 2024

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.

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.

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.

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.

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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If you are a copyright owner or agent thereof and believe that any content or image posted on this website/blog infringes upon your copyright, please contact us, and we will promptly remove it.

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Restaurant Branding Marketing Communications Advice

Building a Cult-Worthy Community Around Your Restaurant Brand

Post author By admin
Post date August 23, 2024

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.

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Marketing Communications Digital Media Advice

Level Up Your Video Marketing: 5 Supercharged Strategies for Your Professional Services Business

Post author By admin
Post date August 13, 2024

Level Up Your Video Marketing: 5 Superchared Strategies for Your Professional Services Business

In today’s fast-paced digital landscape, video marketing has become a non-negotiable for professional services firms aiming to stand out. Whether you’re an accounting firm, a law office, or a consulting agency, high-quality video content can help prospective clients envision what working with you might be like. It’s not just about being seen. It’s about the opportunity to make an impression without ever having met someone face to face. Let’s dive into five strategies to give your firm a competitive edge.

1. Quality Matters: Invest in Professional Production

First impressions count, especially in video marketing. The difference between a video shot with professional gear and one made with a smartphone is night and day. We’ll answer the question you’ve been silently asking yourself: yes, your audience can tell—and they’ll judge your brand accordingly. When your videos look and sound professional, your brand instantly gains credibility. Even with a tight budget, you can create a polished look with a few DIY hacks, like using natural lighting and soundproofing your space with inexpensive materials. Or you can consider investing in equipment and software that can help you create top-notch work. Think high-quality cameras, crystal-clear microphones and top-notch editing software like Adobe Premier. If you know how to work this equipment yourself, great. If not, professional videographers and editors can bring a level of expertise that will take your videos to the next level.

2. Tailor Your Content: Speak Directly to Your Audience

Generic content will no longer cut it. Today, it’s all about being willing to share your unique and relevant opinions. Research who your clients are and what they need so you can understand your audience’s demographics and psychographics. This will guide your content creation process, ensuring you deliver engaging videos that solve their problems and answer their questions. Plus, personalized videos can make your clients feel seen and valued. Whether it’s a tailored message or a customized tutorial, the personal touch can go a long way in building strong client relationships. Tools like Vidyard or Bonjoro can help you create these effortlessly.

3. Use Analytics: Measure, Analyze, and Optimize

If you’re not measuring your video performance, you’re flying blind. Analytics can provide valuable insights into what’s working and what’s not. Track key metrics like view count, watch time, engagement rate and conversion rate with tools like YouTube Analytics to get a detailed breakdown of how your videos are performing. Because data doesn’t lie, use it to your advantage. If a particular type of video isn’t resonating, it’s time to pivot. Set up Google Analytics to track your video’s impact on your website and adjust your content strategy based on these insights.

4. Engage Through Storytelling: Make It Memorable

Stories stick. If you want your videos to be memorable, infuse them with authenticity. Think of it as your chance to connect on a deeper level. Videos that make your audience feel something—whether it’s inspired, relieved, or excited—are more likely to leave a lasting impression. Start with storyboarding to ensure your narrative flows smoothly and hits all the emotional beats.

Client testimonials and case studies are powerful tools. They not only build trust but also provide social proof that your services deliver results. Just showcasing a client’s success or narrating your firm’s journey can captivate your audience.

5. Stay Consistent: Keep the Content Flowing

Consistency is key in video marketing. A steady stream of content keeps your audience engaged and coming back for more. Keep a well-thought-out content calendar to help you stay organized and ensure you’re regularly delivering fresh content on a schedule. Regularly posting can build trust with your audience and create stronger bonds with your brand. Tools like Hootsuite or Buffer can help automate your posting schedule. And don’t forget: one video may have many uses. Consider repurposing longer videos into shorter clips, teasers or even GIFs. This not only extends the life of your content but also helps you reach different segments of your audience. Many of our clients have successfully repurposed webinar content into bite-sized videos, increasing engagement across multiple platforms.

There you have it—five strategies to elevate your video marketing game. By investing in quality production, tailoring your content, leveraging social media, utilizing analytics, engaging through storytelling, and maintaining consistency, you can create a powerful video marketing strategy that sets your firm apart. And if all of that feels like too much as you run the day to day of your business, give Push a shout.

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Restaurant Marketing Communications Advice

4 Tips For Protecting Your Fast-Casual Restaurant From Bad Reviews, And What To Do If You Get One

Post author By admin
Post date July 26, 2024

So your restaurant had a bad night. Maybe the service was slow. You were short-staffed. Someone called out sick. You ran out of pennies. Or the dining area wasn’t completely kept up to your standard. Sh*t happens, we get it. But sometimes your customers don’t. And that could lead to a bad review of your restaurant online. Potential customers will look at your ratings and quickly decide whether they want to dine with you based on the strength of your reviews. But the good news is, people also value quality, authenticity and **responsiveness**. Plus, online users tend to have pretty good digital competency. Which is why you have to stay ahead of these negative reviews, understand how to respond and recover gracefully.

Take a look at these four tips to shield your restaurant from bad reviews and steps to take if you find one on your page.

Tip #1: It all starts with service.

Obviously, your staff should be well trained. Whether that’s with proper food handling, cleanliness or customer service protocols. But what’s arguably one of the most important aspects of service is customer engagement. Every interaction should be pleasant, welcoming and friendly at best. They should represent the personality of your brand through and through. But they should also know how to empathize with customers and navigate stressful situations.

For example, extra long wait times in the drive thru can be frustrating for guests. Instead of just handing off the orders at the window with a smile, train staff members to thank their guests for waiting and sincerely apologize for the wait. If you possess the capabilities, a bounce-back coupon could appease your waiting guests even further.

Additionally, the best way to avoid negative experiences with your service is to stay ahead of it. You should regularly solicit feedback from your guests to understand where you fall short and make necessary improvements proactively.

Tip #2: Food quality and cleanliness must be on point.

Consistency is key. Food prep and presentation should never deviate from perfection, if you can help it. Keeping a hygienic, organized environment will help you maintain high standards. Take it upon yourself to conduct regular inspections and continuously train staff on cleanliness protocols.

Tip #3: Connect with customers online.

You have to meet your customers where they are. And for many, that’s online. A great way to prevent bad reviews from making their way to Yelp is by sending follow-up emails or even texts to get their feedback before they take their opinions into open water (aka Yelp and Google My Business). This way you can attempts to filter reviews through an internal system for you to reference and improve. If they are negative, you can attempt to remedy it before their opinions are shared publically, and if they are positive you can prompt the customer to share their review publically.

Tip #4: Monitor your reviews and feedback.

There are plenty of online tools you can use to manage and track your public reviews. This is especially beneficial for receiving alerts and mentions so you can swiftly respond to negative feedback if necessary.

If you do find a negative review, here are a few steps to handle it effectively.

Step 1: Stay calm

Remember, negative reviews aren’t a reflection on you. The customer is simply sharing their experience. And this is an opportunity for you to reassess and improve.

Step 2: Respond quickly and professionally

Craft a thoughtful, empathetic response. Make sure you are apologetic while acknowledging the issue. You could also offer a solution or compensation if you believe the situation warrants it. Either way, by responding you are showing your customer that their feedback matters and that you are serious about implementing positive changes.

Step 3: Take the conversation offline

In order to avoid any additional negativity or public responses, after a brief and fair response to the review, it may be best to offer further resolution offline. Give your unhappy guest contact information to work on resolving their problem and ensure their privacy will be protected.

Step 4: Move forward

Negative feedback shouldn’t be seen as a negative. It should be observed as a learning opportunity. So take your reviews to heart and look for ways to improve your business.

Your ratings can make or break your business. Your online reputation relies on good reviews. But imperfection is likely inevitable, and sometimes bad reviews happen even to the best businesses. Do what you can to mitigate the negative feedback online by training your staff and staying ahead of the curve by proactively soliciting reviews for your brand internally. If you aren’t sure how to respond to a bad review, just delete your Yelp page and start over… jk reach out to Push for reputation management.

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Insights Restaurant Marketing Communications Digital Media Advice

How QSRs Can Adapt to the New Value Equation in Restaurants

Post author By admin
Post date July 12, 2024

“There’s food at home.” We’ve all heard those fateful words before. But that eerily familiar phrase has crept into our minds more times than we’d like to admit these days. Or has it? The landscape of value in the restaurant industry is rapidly evolving. Causing consumers to think twice before spending their hard earned cash on a meal out. Economic factors and changing consumer behaviors have introduced a new level of complexity to the value equation, challenging quick-service restaurants (QSRs) to rethink their strategies. As inflation impacts spending power and consumer price sensitivity remains high, it’s essential for QSRs to adapt to these changes to remain competitive and retain customer loyalty.

Before now, the value equation was much simpler. Consumers valued dollar meals and quick-service restaurants on a daily basis. And splurged on sit-down restaurants once in a while. But now, consumers’ perception of value has changed. While they generally remain price-conscious, consumers aren’t just making decisions based on budget. They are considering all kinds of variables, such as convenience, service fees, pricing and shrinkflation. Or even the experience they get out of dining-in.

Interestingly, a trend of YOLO spending has emerged, where consumers are occasionally willing to splurge on experiences that provide a sense of enjoyment or novelty. This behavior is driven by a desire to make the most of life despite economic uncertainties. For QSRs, this means there is an opportunity to capture this spending by offering unique and memorable dining experiences that feel like a treat without breaking the bank. Limited-time offers, exclusive menu items, and themed dining experiences can tap into this trend and attract customers looking for a special experience.

Although, the gap in value perception is even narrowing between grocery stores, quick-service and full-service restaurants is narrowing. Rising prices in QSRs are pushing consumers to compare them more directly with full-service options, where the perceived value often includes enhanced service and atmosphere. At the same time, grocery store prices are increasing, prompting some consumers to find eating out more appealing despite the costs.

This presents an interesting opportunity for QSRs to capture this shift in spending behavior. Here’s how they can adapt to win over consumers:

1. Enhance Loyalty Programs: Develop and promote digital loyalty programs that reward repeat visits, fostering long-term customer relationships.

2. Menus Redesign: Streamlined menus simplify decision-making for diners, improving their overall experience. Simplified menus also enhance operational efficiency, leading to faster service and better order accuracy.

3. Offer Consistent Value: Introduce and maintain value menus that provide affordable options without compromising quality, ensuring customers always find value in their dining experience.

4. Improve Customer Experience: Focus on service quality, atmosphere, and the overall dining experience to enhance perceived value and encourage repeat visits.

5. Embrace Technology: Invest in online ordering, mobile apps, and digital payment systems to meet the growing demand for convenience and enhance customer satisfaction.

6. Promote Direct Channels: Encourage customers to use your own platforms for orders to build a direct relationship, reducing reliance on third-party services and associated fees.

7. Monitor Economic Trends: Stay agile and adjust pricing strategies based on economic indicators and consumer behavior, ensuring your offerings remain attractive and competitive.

While inflation may be cooling, but wages have not kept pace. Meaning they consumers may be pinching more pennies when it comes to eating out. Especially if prices continue to rise. Restaurants and QSRs will need to be more strategic in their value offerings to keep customers coming back.

The value equation in the restaurant industry is evolving, driven by economic pressures and changing consumer expectations. QSRs must understand and adapt to these shifts to maintain competitiveness and customer loyalty. By enhancing loyalty programs, offering consistent value, improving customer experience, embracing technology, and promoting direct channels, QSRs can navigate the complexities of the new value equation and keep customers coming back.

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Insights Branding Marketing Communications Advice

Unveiling the Power of Consumer Insights: How Push Elevates Brands with Deep Understanding

Post author By admin
Post date July 5, 2024

In the ever-evolving landscape of marketing, understanding consumer behavior is paramount. Businesses do so by constantly considering how their target audience thinks, feels, and behaves. By delving deep into the minds of consumers, Push elevates brands to new heights. Here’s how:

The Importance of Consumer Insights in Brand Strategy

Consumer insights are more than just data points; they are the foundation for successful marketing strategies. Understanding the motivations, preferences, and behaviors of your target audience enables brands to:

Craft Personalized Experiences: Tailor messages and offerings to meet the specific needs and desires of different consumer segments.
Enhance Customer Loyalty: Foster deeper connections by addressing consumer pain points and delivering consistent value.
Drive Innovation: Identify emerging trends and unmet needs to stay ahead of the competition.
Optimize Marketing Spend: Allocate resources more efficiently by focusing on the most impactful strategies and channels.

How Push Applies Consumer Insights

Analyzing consumer insights is at the core of all strong strategy and design. Our approach involves several key steps:

Data Collection: We leverage a variety of sources, including social media analytics, surveys, focus groups, and customer feedback, to gather comprehensive data.
Data Analysis: We analyze the data to uncover patterns and trends that reveal consumer preferences and behaviors.
Consumer Segmentation: We segment the audience based on shared characteristics and behaviors, allowing for more targeted and effective marketing strategies.
Behavioral Analysis: We uncover the ‘why’ behind consumer actions so that we can predict future behaviors and tailor our strategies accordingly.

Success Stories: Transforming Brands through Insights

Case Study 1: Tailoring your message

One of our newest clients is a bean bag company that had already identified who its consumers were: young families. What it didn’t do was a deep dive into understanding why these individuals bought. After a customer decision-making audit, it was unveiled that a substantial portion of the families who were fervent brand advocates were those who had neurodivergent children who loved that the materials of the chairs were noiseless. Identifying this small detail caused the brand to reconsider its messaging for this sub-segment of its audience and create specialized content that highlights key values that were highly relevant to this specific audience but not others. It also provided an opportunity to explore some additional media channels for this audience exclusively.

Case Study 2: Knowing your customer’s WHY

Another relevant example is when one of our university clients utilized first-party consumer research to consider how it could increase enrollment with prospective Hispanic students, a market that it was trying to make inroads with. Of all of the factors considered, the most influential proved to be the input of their parents or guardians, disproportionality so for Hispanic audiences. Research showed that when Hispanic students considered college enrollment, hearing from their parents and how much time college would take away from their family was a big factor in their decision-making process. As a result, our ads featured parents as a dedicated audience with their own creative, targeting, and budget along with adding families in all our Hispanic marketing for the college.

Get Started with Consumer Insights at Push

Harnessing the power of consumer insights is not just a strategy; it’s a necessity in today’s competitive market. At Push, we pride ourselves on our ability to transform data into actionable insights that drive marketing success.

Ready to elevate your brand strategy by evaluating the transformative power of consumer insights with Push. Touch base with us!

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Marketing Communications Digital Media Advice Education

Using Digital Storytelling to Enhance Student Recruitment Campaigns

Post author By admin
Post date July 3, 2024

Thanks to the advent of social media, a compelling story can connect millions of people with the click of a button. This is all the more likely when we relate to the stories being told. Storytelling is a skill that has prevailed through the ages, so it’s a no-brainer that it has become a go-to marketing strategy for academic institutions.

Incoming students crave someone or something to ease their fears throughout an unfamiliar process, and a relatable story can be the perfect fix. Follow along to learn how to leverage the power of authentic storytelling in a way that defines your brand narrative and resonates with incoming students.

The Power of Narrative in Marketing

The best marketers consistently utilize the power of a strong narrative. You are much more likely to reach a larger audience with a captivating tale than statistics and facts. The right story can build an emotional connection with potential students and build trust.

Identifying the Key Elements of Effective Digital Storytelling

What the most effective marketers have in common is that they have simplified their execution by splitting digital storytelling into four key elements: relatable characters, strong narrative, vivid imagery, and an inspiring call to action.

Ideally, prospective students should be able to envision themselves succeeding within your community before they ever step foot on campus. So the “characters” in your story need to be relatable to help viewers live vicariously through them. Utilizing a narrative that highlights conflict resolution, you can help them experience possible challenges and successes through the eyes of others. Just ensure that you always highlight the vibrant aspects of campus life and share a glimpse of their future.

They say seeing is believing, and when it comes crafting a compelling narrative about campus life, that is especially true. Use videos, photos, infographics and anything else at your disposal that you believe would serve as a proof point for your stories and inspire people to learn more. Take advantage of YouTube, social media, and websites related to your institution to attract a global audience and generate organic interest.

And most importantly, once the hard work of creating this content is done, make sure you close the loop by have a motivating call to action that guides students to the next steps. CTAs are known to drastically increase the likelihood that your viewer will engage, and a directive makes the process of proceeding clear and simple.

Encouraging Personal Experiences

Now that you know what you should be doing, let’s talk about how to do it consistently. To truly harness the power of digital storytelling, it’s crucial to encourage individuals to share their personal experiences. Asking students, alumni, and faculty to share their voices can be operationalized through surveys, social media prompts, and campus events. Whether it’s a life-changing lecture, an unexpected friendship, a story about accidentally starting a fire on day one in the dorms… No? Just us? Regardless, these personal stories can become powerful narratives that resonate deeply with prospective student.

Aligning Stories with Your Brand Identity

While it’s important for stories to be relatable and visually interesting, they must also echo the greater story and voice of your brand. Every narrative shared should reinforce the values, mission, and identity of your institution. Consistency in messaging ensures that prospective students not only relate to individual stories but also gain a clear and cohesive understanding of what your institution stands for. This alignment helps in building a strong brand identity that is memorable and appealing to your target audience.

 See It In Practice

Stanford University is a pro at using video content to tell stories. In 2019, they ran the #Stanford19 campaign on Instagram, where they placed a spotlight on 2019 graduates. Each video was a story about a student, their background, and their accomplishments at Stanford. With over 600,000 followers at the time, they were able to reach thousands of potential students and connect with them in an inspirational way.

Taking a different approach, Wright State University launched a new Push-built brand in 2016, with a narrative of being a school that doesn’t try to weed out the ones who won’t succeed––but instead tries to find the success in everyone. Their story drew in potential incoming students, many of whom were non-traditional and needed to balance every other aspect of life along with school. Thus helping WSU attain their goal of increasing recruitment rates.

 Conveying Your Brand Voice

To achieve your desired impact, whoever is writing your stories needs to have a deep understanding of your brand voice. It’s not just about sharing experiences but doing so in a way that reflects your institution’s ethos. This ensures that the stories are not only engaging but also cohesive and true to your brand. A skilled storyteller can weave perspectives that align with your institution’s identity, creating a narrative that is both compelling and credible.
If you find yourself struggling to create relatable content that aligns with your brand’s voice, or don’t know how to seamlessly incorporate your narrative into multi-media formats, hit us up.

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Insights Marketing Communications Digital Media Advice

Integrating Online and Offline Channels for a Seamless Customer Experience

Post author By admin
Post date June 21, 2024

Everything we need is essentially available at our fingertips. Need groceries? Pre-heat the oven, they’re on the way. How about a dress for a night out? It’ll be at your doorstep before you are. We can have practically anything at the tap of a button. But that doesn’t mean we stop having IRL experiences with the companies we’re buying from. In fact, it becomes all the more important that modern businesses seamlessly integrate their online and offline channels in order to give customers a unified experience with their brand. Let’s look at the benefits of channel integration and the best way to give your customers the journey they expect when they interact with your brand in these different spaces.

What Are Online and Offline Channels?

Online channels can be anything your customer is using to interact with your brand in a digital space: your website and mobile app, social media page or emails. Offline channels refer to physical stores, in-person events and print media customer engage with physically, like bus shelters or magazine ads. These are places one might consider more classic mediums of advertising.

Why Should You Integrate Online and Offline Channels?

Breaking down the barriers between these isolated channels is the key to achieving a seamless experience. This helps ensure that your brand essence is communicated whether a customer is looking at your billboard on the side of the road or breathing in the signature scent of your store. A seamless experience will boost your customer’s satisfaction with your brand––increasing loyalty and, ultimately, sales.

Target is an expert in this space. Their app serves as the most significant support system for in-person experiences, with innovative features like same-day delivery, curbside pick up and inventory management to enhance customer convenience. By utilizing real-time data and tech, Target can personalize and customize customer experiences across all platforms, creating positive and satisfying experiences with their brand.

Integrating online and offline channels gives you access to boundless amounts of data that tell you who your consumers are, what they buy, when they buy it and more. With these valuable insights, you can cultivate a better all-around experience for your audience.

How Do You Effectively Integrate These Channels?

Start providing a unified experience across multiple spaces, both online and offline, through omni-channel marketing. This involves coordinating and synchronizing marketing efforts to create a cohesive and consistent experience no matter where customers interact with your brand. You should ensure you use the same messaging and branding in store and online and take advantage of the crucial role social media plays in connecting with consumers.

It won’t be long before the data from omni-channel marketing allows you to personalize your marketing or improve customer service. The data will also provide you with a Unified Customer Data Platform and a repository of customer data from various sources that will allow you to tailor future strategies and improve customer experience.

This strategy will ultimately enhance customer satisfaction and inspire more repeat purchases, help you reach a larger audience and increase brand visibility while elevating the customer experience.

See It in Action

Living in this digital era, retailers must understand the consumer demand for connected digital and in-store experiences.

The Apple Store is another expert in creating a cohesive experience through channel integration. Their app allows consumers to browse products, make purchases, and schedule appointments at physical stores. Any experience online is complemented at their stores by personalized assistance, product demonstrations, and workshops. Additionally, their use of omni-channel means any experience that begins online can continue and end in the store or vice versa.

Cinnabon recently embraced the benefits of integrating channels and pivoted from being fully on-site to being a brand found both on-site and at home or office. Consumers can now order online, with their app, or in-store to enjoy their treats anywhere they like. They can also use the Cinnabon app to elevate their in-store experience with rewards or exclusive offers. Successful channel integration has allowed Cinnabon to evolve into a forward-thinking brand that is connected to its customers.

Challenges and Solutions

Though a seamless experience is the goal, we can’t promise that the transition to one will be seamless. You may receive concerns about data privacy, experience technical issues or struggle to integrate organizational silos internally. The best solutions to these challenges are to give your team the proper training and adjust your policies to best suit your company’s needs.

What Happens Next?

Modern businesses stay modern for a reason: they evolve. And that’s what customers expect. You must constantly monitor advances in technology to stay sharp and ahead of the game in creating a unique space for your customers to interact with your brand. Take AI and AR/VR, for example. Integrating these into your customer experience could enhance the services you provide your consumers, making them even more efficient and engaging.

Note that these advances mean customers will become increasingly demanding in terms of how fast and seamless they want their experiences to be. It’s only a matter of time before these emerging technologies become essential, so why not stay ahead of the curve?

Ultimately, an omni-channel retail strategy will grant you access to more consumers and consumer data while providing your consumers with an elevated retail consumer experience with your brand. Curating a seamless transition between your physical stores and online presence may seem daunting, but retail integration is the best way to join the modern business world in their success. If you need help getting started, we have experience. Check out our work, or speak to a Pusher.

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Insights Restaurant Branding Marketing Communications Digital Media Advice

How Consistent Branding Can Be Your Restaurant’s Secret Ingredient

Post author By admin
Post date June 14, 2024

In our nearly 30 years of restaurant branding experience, we’ve seen just about every type of restaurant under the sun. And despite their differences in cuisine, location, and clientele, these restaurants can all be neatly filed under two categories: those that were successful, and those that were not. With the biggest determining factor often being consistency––or a lack thereof.

Consistency is what keeps customers coming back. What makes them refer you to loved ones looking for a good meal. It’s a promise that all the reasons they loved their last meal will be waiting for them when they next grace your dining room.

But consistency isn’t reserved for restaurant experience. Along with delicious food, a unique perspective, and stellar service, a consistent brand, too, can be a key ingredient in your continued success. Follow along to the recipe below as we help you cook up a consistent brand for your restaurant.

Be On-Brand

You probably have no less than 30 brands you can think of in a moment’s notice, simply because of the consistency of their logos, colors, fonts, messaging and voice. Establishing consistent branding for your restaurant means aspiring to this level of ubiquity across every consumer touchpoint: giving your customers the same signature flavor and experience each time they interact with your restaurant.

Spend quality time chewing on the elements mentioned above, ensuring they each send the right message. Burger King’s playful irreverence doesn’t fit McDonald’s, nor could Macca’s bright brand colors work for an upmarket eatery like The Capital Grille. These are the first impressions of your brand, and they’re what will become engrained in customers’ minds as they examine your place in the market. If you’re looking to protect your brand, it will help to compile a comprehensive set of brand guidelines. Think of these guidelines as a marketing Magic 8 Ball: if you’re ever doubting whether a creative decision is on brand or not, simply return to the rules you have in place for guidance.

Be Authentic

In the restaurant business you need to build a foundation of trust and loyalty with your customer base. This will require you to uphold the brand promise you created to build the foundation you need to evolve and expand. It will also demand that you be authentic.

Your customers are smart––they can see right through an inauthentic brand. Give them the credit they deserve by presenting honestly and authentically, drawing from real achievements, strengths, and emotions that translate across your entire organization. Part of establishing an authentic brand is ensuring your team knows how to represent your brand. Make sure they understand and embody your brand’s values and standards.

Look at brands like Sonny’s BBQ. Since undergoing a tip-to-tail rebrand with Push in 2013, they have have proudly maintained a consistent brand that lives authentically throughout the entire company. Their status as legendary local pitmasters is indisputable and shines through every billboard, menu item and social post. If you want an example of a younger company with brand consistency, Smalls Sliders has produced an organic cult-like following in just five short years. This is largely due to their simple, craveable product. But a healthy portion is owed to their consistent, Push-built brand.

Be Memorable

Your brand should be as memorable as your go-to order (double cheeseburger, extra pickles, add Mac sauce––thank us later.) When a brand is consistent across all fronts, spanning social media, web and physical locations, packaging, etc., consumers get to know it so well that they feel personally connected it. They know what it should look like, what it might say, and what it definitely wouldn’t say. (See our point about authenticity above.) A unified marketing strategy that is deeply influenced by your brand’s identity and messaging is great way to solidify the relationship consumers have with your brand.

Hubspot argues that your logo is the most memorable part of your entire brand, and we agree. When done well, it can immediately tie back to the pillars of your brand in the minds of consumers, in addition to looking equally great on a billboard or a napkin. Developing a memorable brand can feel like capturing lightning in a bottle. But consistency will undoubtedly help you put a cap on it.

Be Different

To end up on top in an increasingly competitive market, your restaurant needs to be different than the rest. Or, at the very least, consumers need to believe you provide a unique value that makes you a better option over other restaurants. With only so much wiggle room when it comes to price point and menu options, brand consistency can be a great way to curate a unique personality for your brand. As your brand matures, regular audits of your brand touch points will help you make sure you’re still staying true to the personality that makes people love your brand.

When hanging together, brand elements like signature dishes, distinctive decor, and a clarified visual presence are all ways to establish a distinct brand identity. But, remember: brand differentiation without consistency is a side dish without an entrée. It doesn’t matter how unique you are if you aren’t consistent with it.

Be Connected

Your customers may be the ones who bring home the bacon, but it’s your employees who make sure your doors open every day. Your employees are also your main ambassadors both within your restaurant and out in the world. They may not be in boardrooms making high-level brand decisions, but their daily insights can be instrumental in the success of your brand.

Keep these valuable lines of communication open by creating a feedback loop that encourages both customers and employees to identify areas for improvement in your organization. Even when communicating within your organization or onboarding employees, keep your brand personality and values consistent. Remember what we said about authenticity: A disconnect between how your brand looks or feels internally and externally will put off those consumers who have gotten to know your brand well.

We can look back at Smalls Sliders for a great example of consistent branding within an organization, too. Their brand’s voice and personality are clear and consistent no matter who it is aimed at. And with employees who fully embody their brand, it’s not just their sliders that keep people coming back.

Brand consistency can help you enhance brand recognition, increase customer loyalty, strengthen your brand’s identity, improve marketing efficiency, and improve employee engagement. But, all of these benefits can only be achieved through consistency over time, which will pay off in customer loyalty and the success of your restaurant.

If you want a brand that won’t get lost in the sauce, try out the advice given above. And if you feel like you need more direction, we are more than happy to lead the way. Check out how we helped Smalls Sliders Push their brand to its full potential.

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