how customer loyalty is broken — and how mobile can fix it (or make it worse)
TRANSCRIPT
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Why Customer Loyalty is Broken And How Mobile Can Fix It 2016 Restaurant Leadership Conference Wednesday April 6, 2016
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Zach Goldstein
CEO and Founder
Mindy Kaplan
Senior Director of Marketing
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1. The modern restaurant guest 2. Why restaurant customer loyalty is broken
3. How to fix restaurant customer loyalty
4. Key takeaways for restaurants looking to build loyalty
5. Analysis and Q & A
DISCUSSION FLOW
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MODERN RESTAURANT GUESTS ARE “PROMISCUOUS”
More restaurant benchmarks at thanx.com/marketing-report
~2/3 of restaurant sales comes from just 25% of
customers
62%19%
14%
5%
TOP
2ND
3RD
BOTTOM
69% of loyal restaurant guests haven’t returned in
the last 4 months
SUPER LOYAL
REGULARS
AT-RISK
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Tremendous growth has put 1.5 million + unique apps in the App Store…
26Average number of
apps on phone:
84%Time spent in top 5
apps on phone:
…But you have to stand outJul$'08$
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Jun$'15$20152014201320122011201020092008
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1. The modern restaurant guest
2. Why restaurant customer loyalty is broken
3. How to fix restaurant customer loyalty
4. Key takeaways for restaurants looking to build loyalty
5. Analysis and Q & A
DISCUSSION FLOW
© THANX, INC. ALL RIGHTS RESERVED
TRADITIONAL LOYALTY PROGRAMS ARE FLAWED
Friction-filled customer experience
Uncertain basic program metrics
Too much hassle to maintain program
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GOALS FOR A NEW LOYALTY PROGRAM — ONE THAT ACTUALLY BUILT LOYALTY
Effortless for customers
(and on mobile)
Actionable data — more than just
rewards
Zero integration, seamless operation
across systems
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THIS IS NOT EFFORTLESS
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CHECK -INS?
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QR CODES?
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RECEIPT PHOTOS?
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NO WONDER APP STORE RATINGS ARE SO BAD
Across a random sample of 150 branded restaurant apps, the average star rating was
2.9
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1. The modern restaurant guest
2. Why restaurant customer loyalty is broken
3. How to fix restaurant customer loyalty
4. Key takeaways for restaurants looking to build loyalty
5. Analysis and Q & A
DISCUSSION FLOW
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INTRODUCING — THE LOU MALNATI’S BRANDED APP
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AN APP YOU DON'T HAVE TO OPEN
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3 PILLARS OF LOYALTY SUCCESS
EFFORTLESS CONSUMER EXPERIENCE
ACTIONABLE DATA
NO HASSLE FOR I.T.
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NO POINT-OF-SALE INTEGRATION AND NO ADDITIONAL HARDWARE
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ACTIONABLE DATA VIA 1-CLICK MARKETING CAMPAIGNS
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1. The modern restaurant guest
2. Why restaurant customer loyalty is broken
3. How to fix restaurant customer loyalty
4. Key takeaways for restaurants looking to build loyalty
5. Analysis and Q & A
DISCUSSION FLOW
© THANX, INC. ALL RIGHTS RESERVED
KEY TAKEAWAYS FROM LOU MALNATI’S
Effortless for you, effortless for your customers
Actionable data
Marketing accountability
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THE CUSTOMER LOYALTY RACETRACK
Learn more at tinyurl.com/thanxRLC
Make it easy to get out of the starting blocks
SIMPLE
1
Eliminate the hurdles all the way around the track
EFFORTLESS
2
Keep the finish line well lit
TRANSPARENT
3
Ensure that the race is the right distance
ATTAINABLE
4
Make sure the medal is big enough
MOTIVATING
5
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Increase Sales. Improve Customer Satisfaction.
Effortlessly.