With an employee turnover rate of 135%, the restaurant industry must invest significant sums to cover the cost of repeat employee recruiting and onboarding. 

1. Apple Bee Case Study
Gamification in Employee Engagement

2. Prepared By
Manu Melwin Joy
Assistant Professor
SCMS School of Technology and Management
Kerala, India.
Phone – 9744551114
Mail – manu_melwinjoy@yahoo.com
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3. Apple Bee Case Study
• With an employee turnover
rate of 135%, the restaurant
industry must invest
significant sums to cover
the cost of repeat employee
recruiting and onboarding.

5. Apple Bee Case Study
• To increase employee
retention and “combat
churn,” RMH Franchise
Corp., one of the largest
franchisees in the
Applebee’s system, turned
to gamification.

6. Apple Bee Case Study
• The franchise launched Bee
Block, a website operated
by Bunchball, to foster
employee engagement and
loyalty.

8. Apple Bee Case Study
• Designed to improve
punctuality, sales and
service, the game provides
each employee an online
profile and trophy case.

9. Apple Bee Case Study
• Leaderboards track the
activities Applebee’s wants to
reinforce, including clocking
in on time or selling brownie
bites, and issues “Bee Block
Missions” such as upselling
appetizers or growing check
averages.

11. Apple Bee Case Study
• Participation is encouraged
by “Bee TV” – televisions in
each restaurant where
employees can view real-
time data on themselves
and their peers.

12. Apple Bee Case Study
• “Seventy three percent of
our employees are under
31 years old, making them a
prime target for
gamification,” noted Robin
Jenkins, regional marketing
manager for RMH.

13. Apple Bee Case Study
• Since the program was
launched in December
2013, more than 3,000
users have generated
30,000 sessions, Jenkins
said.

14. Apple Bee Case Study
• Check averages have gone
up and employee turnover
has dropped by more than
20% – all without the use of
any tangible rewards.

15. Apple Bee Case Study
• The company does plan to add
rewards in the next iteration but,
according to Jenkins, they will be
“status and reputation building”
such as offering kitchen staff
different-colored chef jackets to
denote their higher status within
the game.

16. Apple Bee Case Study
• RMH also plans to integrate
social media into the
program so that users can
share the badges they’ve
earned or get rewarded for
using company hashtags.