A distinguishing feature of the food service industry is high competition. Restaurants, cafes and other types of businesses must undertake various marketing efforts to stand out and convince customers. A website and social media are definitely not enough today to enjoy popularity. It is worth additionally opting for a loyalty program. Why?

Loyalty program – modern marketing in gastronomy

The introduction of a loyalty program is an example of what modern foodservice marketing should look like. Although it would seem that such a solution is well known, not all establishments in this industry opt for it. This is a big mistake, because by doing so you can lose a great opportunity for popularity and greater customer interest.

A loyalty program for restaurants, cafes, etc. is a very easy way to promote your business. If it is well thought out and carefully prepared, you can be almost 100% sure that it will bring tangible benefits in the form of higher profits than before. However, it is very important to adapt the program to current trends and consumer needs. Nowadays, paper cards, stamps and stickers are being abandoned due to their less convenient use and high risk of being lost. A restaurant that wants to emphasize its modernity should bet on a mobile application.

Why opt for a loyalty program in catering?

There is increasing talk about how a loyalty program for ice cream shops and other businesses in the industry can be an effective marketing tool. In addition to greater profit, this type of action also provides quite a few other benefits. These include building a customer base. People who regularly visit the establishment have their own habits and preferences, which can be collected. Analysis of this data will make it easier to prepare other promotional actions in the future and show what you need to pay special attention to.

A loyalty program in catering is also an opportunity to gain customer loyalty. The vision of receiving an interesting reward will make them more willing to visit the establishment and become attached to it. This is how a lasting relationship is formed. It is worth noting that loyalty is extremely important. Customers satisfied with their visit to the premises, the offer, service and other aspects that are important to them will start recommending it to their relatives, friends, work acquaintances, etc. In this way they become brand ambassadors.

What should a loyalty program for food service be like?

A good loyalty program for a cafe or restaurant should first of all be based on a simple reward system. Everything must be transparent so that customers have no doubts about what to expect. They should also be shown that participation in the program actually provides benefits.

When creating a loyalty program for a catering establishment, rewards need to be well thought out. Importantly, they do not have to be of great value in financial terms. Although lowering the price looks attractive from the customers’ perspective, there are quite a few other equally effective ways to win their loyalty. These include:

• happy hours,
• exchanging points for a specific menu item,
• free delivery,
• a drink with a meal free of charge.

At the same time, it is very important that the restaurant’s employees know all the rules very well. So it may be necessary to train them in this area, so that they can present the advantages of the action and encourage customers to participate.

Complementary marketing activities

The loyalty program is an important point of marketing activities in catering, but it is not the only one. In order to reach new customers, increase traffic to the establishment and record higher and higher profits, other activities should be undertaken as well.

Poza stałą obecnością w mediach społecznościowych warto np. wypróbować influencer marketing. In addition to a constant presence on social media, for example, it is worth trying influencer marketing. Establishing partnerships with popular people on the Internet can help promote your establishment, as well as draw attention to your loyalty program. Other ideas include:

• interesting events,
• e-mail marketing,
• careful website positioning,
• content marketing.

Standing out from the competition is a must in the food service industry. It is worth approaching it creatively to positively surprise customers and increase their loyalty.