KEYS TO LOYALTY

Whether you’re starting from scratch or looking to boost your existing loyalty program, follow these tips to help establish a solid bond with your customers.

BY TRACY MORIN

In today’s competitive landscape, offering a loyalty program has become less of an optional add-on and more of a necessity. After all, these programs don’t only benefit loyal customers with freebies and special offers—they benefit pi zzerias with a rise in returning business and, often, the ability to track (and then target) your fan base accordingly. “Loyal customers are the lifeblood of successful restaurants, and those customers should be rewarded,” notes Darren Easton, VP and creative director at The Cyphers Agency in Crofton, Maryland. “Restaurants that treat their return customers to extra perks provide an added sense of community and value.”

Indeed, not long after its launch, Fired Pie—now with 20 locations and based in Scottsdale, Arizona—soon heard customers requesting some type of loyalty or frequent diner program to receive credit for their purchases. Co-owner Fred Morgan explains that, after careful consideration, the growing company decided to go the tech-savvy route, shelling out for an app to host the Fired Pie program. “It was a big investment, about $20,000 plus a monthly fee, but it has definitely paid for itself,” Morgan says. “It creates loyalty—guests come back more frequently—and we can track them. It keeps us top-ofmind and gives us an advantage over competitors. We looked closely at the cost, and it was worth it.”

But whether or not you choose a tech-based solution, there are certain basics to keep in mind when designing any loyalty program. Here, our experts share their top key considerations for loyalty success.

Beginning Basics

Design a clear, easy-to-use program. Easton notes that a quality loyalty program is important, but it doesn’t mean much if your customers aren’t aware of the plentiful benefits they’ll receive when signing up. Make sure you outline these in an easy-to-understand way. “Customers want to know exactly what they’re receiving when joining,” Easton explains. “Most programs are free to join, but clearly stating the benefits can persuade an ambivalent potential member.”

Morgan adds that ease of use is key to any loyalty program— so think that through in terms of not just rewards, but everything from redemption and registration to ordering and earning points. “In our business (fast casual), it’s important to move the customers through the line,” Morgan says. “So, if you have a system where you have to enter a phone number at the register, that slows down the line. It has to be quick and easily accessible.” Instead, at Fired Pie, customers simply scan a QR code at the cashier station to get their points—a system they love for its speed and ease.

Make customers feel special. Your customers want to feel like they’re part of something exclusive, and there are various ways to increase the mystique. “Although you want to clearly state the perks of the loyalty program (in social media content or elsewhere), it’s important to leave a bit of mystery that ignites some curiosity,” Easton says. “This could include additional benefits that are revealed once a customer is signed up or monthly surprise benefits that keep members around. This can be incorporated into monthly social media content that includes an intriguing perk along with an alluring teaser.”

Alternatively, Fired Pie uses tiers to reward its most frequent guests with additional perks. The program has different “club levels” that are determined by how much the customer spends at Fired Pie, with each level awarding bigger prizes. Those who spend $100 over one year get a free pizza, but the next level ($300) will earn a free pizza and beverage at every $100 achievement, while $600-per-year spenders earn all that and a dessert, too. And all participants get birthday freebies to celebrate their special day.