Amazon Key: overreach versus loyalty
Nike bets on membership data

Restaurants, such as Grub Burger Bar, leading with loyalty in their marketing

When we spotted an ad for the Grub Burger Bar's loyalty program on CultureMap, we drilled down to see why the restaurant is promoting its program instead of its food. Their loyalty app was developed by Punchh which has been innovating apps for quite a few years now. The deeper we dug, we began to realize that we'll see more restaurants advertising their loyalty programs. 

eMarketer Retail: Restaurant Industry Gets Serious About Loyalty Programs, 2017-Sep-5 by Andria Cheng

Among consumers, loyalty programs have jumped in terms of their ability to drive restaurant visits, according to an NPD Group survey of 9,100 consumers last year. When asked what would entice them to visit restaurants more often, 46% of respondents mentioned loyalty programs. This was second only to price discounts, mentioned by 66%. The percentage of consumers who cited other motivators including “polite staff,” “competitor’s coupons,” or “pick and choose items” ranged from 10% to 31%.

Millennials, who focus on value and digital price comparison shopping, are particularly attracted to loyalty programs. A Lab42 survey released in June found that roughly three-quarters of millennials polled consider loyalty programs an important influence when making a purchase.... 

said Shyam Rao, CEO and co-founder of Punchh, a provider of restaurant marketing cloud software that counts Moe's among its clients. “[Many] brick-and-mortar restaurants are behind in terms of understanding who their customers are. There are consumers who love a brand and walk in a few times a week, and these brands have no idea who they are.”

Techcrunch: Punchh, The Platform That Connects A Restaurant’s Cash Register To A Customer’s Smart Phone, 2013-Oct-10 by Alex Williams

Punchh is a three-year-old company that started as a virtual punch card service. It is now targeting verticles, starting with the restaurant business. It provides restaurants with apps that integrate with POS systems so customers can scan their receipts, earn points or get rewards. In turn, the owner can ask the customer for a review that will be posted to a social network. Punchh builds private label apps that engage customers with games, campaigns and surveys that are tied to a loyalty program.

CultureMap (Advertising): Houston burger spot serves everyone a slice of its sweet rewards, 2017-Nov-30 by Promoted Series Correspondent

Grub Love
This isn't your average loyalty program. Grub Love understands your need for burgers, shakes, and Brussels sprouts, and rewards you with one point earned for each dollar spent with the Grub Love app. Fifty points equals $5 in rewards, and the points never expire. Plus, you can look forward to a free shake around your birthday and exclusive monthly offers. You can also purchase gift cards for friends, family, or yourself, and pay right from your app. Now through the end of the year, each gift card you buy through the app gets you an additional 10 Grub Love points.

Forget to tap "earn" when you ordered? No problem — you have up to three days to scan your receipt and receive credit. Share the love by referring friends, and earn points when they make their first purchase (your friend gets an extra 20 points on that first meal, too). Sign up for a Grub Love account here or through Facebook.



Feed You can follow this conversation by subscribing to the comment feed for this post.

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Your comment could not be posted. Error type:
Your comment has been saved. Comments are moderated and will not appear until approved by the author. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.


Post a comment

Comments are moderated, and will not appear until the author has approved them.

Your Information

(Name and email address are required. Email address will not be displayed with the comment.)