Effective Food and Beverage Loyalty Rewards Programs
Thursday, March 5, 2020
Build your business with loyalty programs.
Your customers want to feel that their business is valued and appreciated. And you want to thank and reward them for their continued support. One good way to accomplish that is through the implementation of a loyalty rewards program. With a loyalty rewards program, you are giving patrons added incentive to continue to frequent your establishment, because you’re giving them something extra. And it can make good business sense: keeping your current customers coming back for more is a lot less costly than finding new customers.
Some business considerations
While some businesses offer drawings, contests, and giveaways, those are more luck of the draw programs than loyalty programs. In a loyalty or rewards program, your patron actively signs up to participate. Why? Because they believe in your product, and you’re offering the opportunity for them to receive something of value by continuing to make purchases from you.
Small businesses in particular can benefit from an easy-to-use and relevant rewards program. According to Entrepreneur.com, “By providing loyalty programs for current customers, small-business owners are not only saying thank you but are also motivating them to continue to be their brand ambassadors. They can easily spread the word about a business to their professional, personal and social networks, helping small-business owners increase their customer base even more.
”When structuring your loyalty rewards program, keep your company brand in mind. Every aspect of your business makes up your brand, and you want each element to reinforce every other.
In addition, make sure you’ve run the numbers to ensure the loyalty program you’re contemplating makes good economic business sense and is sustainable.
Tips for creating a customer-friendly rewards program
According to WebstaurantStore, a leading distributor of restaurant supplies, “Research has shown that customers involved in restaurant loyalty programs will most likely spend more money than new customers. However, you don't want to make it seem like earning rewards takes too much effort. In fact, current trends show that patrons are investing less time in customer loyalty programs that make them fill out an extensive online survey or carry plastic cards. The best customer rewards programs do not involve coupons or extra restaurant loyalty cards to carry. You want to make the process as effortless as possible.”
• Keep the program simple. Have a single or only a few reward tiers or thresholds, and make it clear how the program works. If your customer must accrue a certain number of points or make a particular number of purchases within a finite time period to earn the reward, make sure that’s known.
• Drop the punch card. Take advantage of the 77% of Americans with smartphones by using an app for your rewards program. As a Forbes article notes, “The Starbucks app is the perfect example of [a lifestyle app]. In addition to a rewards program, the customer can use the app to place an order, pay for the order and even access streamed music. As members earn stars toward rewards in the My Starbucks Rewards program, they can redeem the rewards in real time. The app reinforces the Starbucks brand as a lifestyle enhancement.”
• Start rewarding your customers as soon as they sign up, making your program of instant value. Dunkin’ Donuts loyalty program, DD Perks, gives members a free beverage upon joining and again on their birthday, as well after earning a set number of points.
• Have a little fun with the perks you offer. Create the program that’s going to connect with your consumers for a win/win. Rewards don’t have to be big, they just need to resonate with your customers.
At Bakers Pride, I believe we’ve developed a loyal following over the years because we have provided consistently high-quality products and extraordinary customer service with each order. Our customers know we care, and we do our very best to earn their continued loyalty with each and every interaction they have with us.
We’d love to be a part of helping your business say “thank you” to your customers, guests, and employees. Browse our fresh-baked products available for early morning, reliable delivery 365 days a year, and contact us to find a delicious combination perfect for your company.
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