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©FULL COURSE LLC
©FULL COURSE LLC
©FULL COURSE LLC
©FULL COURSE LLC
©FULL COURSE LLC
©FULL COURSE LLC 5
©FULL COURSE LLC
©FULL COURSE LLC 6
● Current Vibe: Industry Trends
vs What Consumers Want
● Making Your Case: Why
Loyalty Matters
● Where to Focus: 5 Strategies
for Optimization
©FULL COURSE LLC 7
How some of the hottest brands have recently
upgraded their loyalty programs
• Faster & more customized rewards
• Emphasis on personalization & customization
• Surprise & Delight
• Exclusive deals & content
• Referral strategies (i.e. gifting to friends)
• Paid subscriptions
• Tiered Memberships
©FULL COURSE LLC 8
● 86% of consumers rank transactional outcomes
as important*
● Transactional outcomes include:
○ Financial benefits to drive acquisition
○ Monetary savings (offers, coupons)
○ Supporting the adoption of transaction-
based behaviors
● 83% of consumers ranked program simplicity as
important. All other features ranked far
behind.*
○ Just 19% of companies describe their own
loyalty programs as easy to understand.**
*Source: Deloitte, Beyond the Punch Card, 2022
**Source: Deloitte Digital, 2024
Consumer want the basics - not the flashy
©FULL COURSE LLC
©FULL COURSE LLC 9
Understanding a guest’s lifetime value
● It now costs 15x more to recruit a new
customer than to keep an existing one*
● A 5% rise in loyalty can raise lifetime value
per customer by as much as 76%.*
● Loyalty customers are 6x more likely to:
○ Engage with your brand
○ Pay attention to your advertising
○ Buy (& re-buy) your products or
services
○ Resist price-based competitor offers
○ Recommend you to others
○ Give your brand the benefit of the
doubt in uncertain circumstances
*Source: Brand Keys, Customer Loyalty Index, 2023
©FULL COURSE LLC
©FULL COURSE LLC 10
More on lifetime value…
● FOCUS ON HEAVY USERS
○ The rule of thumb is 25% of customers are
responsible for 50% of sales.*
● THE ABILITY TO EARN REWARDS DRIVES VISITS
○ 69% of shoppers say that their choice of retailer is
impacted by where they can earn loyalty and
rewards
● LOYALTY MEMBERS SPEND MORE
○ In 2022, active loyalty members boasted 5%
increases in check size as compared to non-loyalty
members.
● LOYALTY MEMBERS VISIT MORE OFTEN
○ Loyalty programs were responsible for an 18–30%
percent increase in spend and visit frequency.
*Source: Loyalty Outlook 2022: 4 Maneuvers to transition from Survival Mode to Strategic
Powerhouse
**Source: Paytronix, Loyalty Report, 2023
©FULL COURSE LLC
©FULL COURSE LLC
5 Strategies to
Optimize Your
Loyalty Program
11
©FULL COURSE LLC
©FULL COURSE LLC 12
Keep it simple, silly
● Easy to navigate
● Easy to understand how it works
● Mirrors the in-store experience
○ Consider customization, upselling
● Include a feedback loop
● Deliver the VIP experience
○ Curbside, contactless payment, saved
orders
● Optimize guest recovery
©FULL COURSE LLC
©FULL COURSE LLC 13
SMART goals are Specific, Measurable,
Attainable, Relevant & Timely.
● ACQUISITION
○ In order for loyalty to make a meaningful impact, you
need your heavy users enrolled.
○ Consider onboarding offers supported by paid media
○ Loyalty exclusive events & offers.
(i.e. Carl’s Jr)
● RETENTION/FREQUENCY
○ Need current guest frequency data.
○ What % of your database is 1-and-done?
○ Rewards 2 and 3 need to be compelling and quick to
earn to drive frequency/create habits.
● COST PER CUSTOMER
○ Measure the discount, total ticket amount and
frequency to ensure your margins remain intact
©FULL COURSE LLC 14
● Beyond discounts, offer perks and experiences: charitable contributions, events, hidden menu
items, new product exclusives (i.e. Ihop)
● Consider tiers
● Strategic partnerships to drive emotional connection.
● Allow guests to choose their own reward
©FULL COURSE LLC 15
Make it Personal
● Create and use audience segmentation:
○ Parents
○ Health-conscious
○ Weekend vs Weekday visits
○ Lapsed customers
○ Heavy users
○ Geography – weather, sports
● Customize timing, offer, message
● Test & Measure
Use the data you have. Remember,
if this is true, what else is true?
©FULL COURSE LLC
©FULL COURSE LLC 16
Loyalty is not a marketing thing – it’s a
brand thing. Everyone needs to buy-in.
● Have an exit strategy
● Demand tech integration
● Own & use your data
● Train your frontline
©FULL COURSE LLC
©FULL COURSE LLC 17
1. Nail the basics
2. Set SMART goals
3. Redefine value
4. Make it personal
5. Execute flawlessly
©FULL COURSE LLC
©FULL COURSE LLC
We offer consulting, corporate training &
more designed for the restaurant industry.
Book a call. We’d love to help.
18
©FULL COURSE LLC
©FULL COURSE LLC

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Top 5 Ways to Optimize Your Loyalty Strategy

  • 6. ©FULL COURSE LLC ©FULL COURSE LLC 6 ● Current Vibe: Industry Trends vs What Consumers Want ● Making Your Case: Why Loyalty Matters ● Where to Focus: 5 Strategies for Optimization
  • 7. ©FULL COURSE LLC 7 How some of the hottest brands have recently upgraded their loyalty programs • Faster & more customized rewards • Emphasis on personalization & customization • Surprise & Delight • Exclusive deals & content • Referral strategies (i.e. gifting to friends) • Paid subscriptions • Tiered Memberships
  • 8. ©FULL COURSE LLC 8 ● 86% of consumers rank transactional outcomes as important* ● Transactional outcomes include: ○ Financial benefits to drive acquisition ○ Monetary savings (offers, coupons) ○ Supporting the adoption of transaction- based behaviors ● 83% of consumers ranked program simplicity as important. All other features ranked far behind.* ○ Just 19% of companies describe their own loyalty programs as easy to understand.** *Source: Deloitte, Beyond the Punch Card, 2022 **Source: Deloitte Digital, 2024 Consumer want the basics - not the flashy
  • 9. ©FULL COURSE LLC ©FULL COURSE LLC 9 Understanding a guest’s lifetime value ● It now costs 15x more to recruit a new customer than to keep an existing one* ● A 5% rise in loyalty can raise lifetime value per customer by as much as 76%.* ● Loyalty customers are 6x more likely to: ○ Engage with your brand ○ Pay attention to your advertising ○ Buy (& re-buy) your products or services ○ Resist price-based competitor offers ○ Recommend you to others ○ Give your brand the benefit of the doubt in uncertain circumstances *Source: Brand Keys, Customer Loyalty Index, 2023
  • 10. ©FULL COURSE LLC ©FULL COURSE LLC 10 More on lifetime value… ● FOCUS ON HEAVY USERS ○ The rule of thumb is 25% of customers are responsible for 50% of sales.* ● THE ABILITY TO EARN REWARDS DRIVES VISITS ○ 69% of shoppers say that their choice of retailer is impacted by where they can earn loyalty and rewards ● LOYALTY MEMBERS SPEND MORE ○ In 2022, active loyalty members boasted 5% increases in check size as compared to non-loyalty members. ● LOYALTY MEMBERS VISIT MORE OFTEN ○ Loyalty programs were responsible for an 18–30% percent increase in spend and visit frequency. *Source: Loyalty Outlook 2022: 4 Maneuvers to transition from Survival Mode to Strategic Powerhouse **Source: Paytronix, Loyalty Report, 2023
  • 11. ©FULL COURSE LLC ©FULL COURSE LLC 5 Strategies to Optimize Your Loyalty Program 11
  • 12. ©FULL COURSE LLC ©FULL COURSE LLC 12 Keep it simple, silly ● Easy to navigate ● Easy to understand how it works ● Mirrors the in-store experience ○ Consider customization, upselling ● Include a feedback loop ● Deliver the VIP experience ○ Curbside, contactless payment, saved orders ● Optimize guest recovery
  • 13. ©FULL COURSE LLC ©FULL COURSE LLC 13 SMART goals are Specific, Measurable, Attainable, Relevant & Timely. ● ACQUISITION ○ In order for loyalty to make a meaningful impact, you need your heavy users enrolled. ○ Consider onboarding offers supported by paid media ○ Loyalty exclusive events & offers. (i.e. Carl’s Jr) ● RETENTION/FREQUENCY ○ Need current guest frequency data. ○ What % of your database is 1-and-done? ○ Rewards 2 and 3 need to be compelling and quick to earn to drive frequency/create habits. ● COST PER CUSTOMER ○ Measure the discount, total ticket amount and frequency to ensure your margins remain intact
  • 14. ©FULL COURSE LLC 14 ● Beyond discounts, offer perks and experiences: charitable contributions, events, hidden menu items, new product exclusives (i.e. Ihop) ● Consider tiers ● Strategic partnerships to drive emotional connection. ● Allow guests to choose their own reward
  • 15. ©FULL COURSE LLC 15 Make it Personal ● Create and use audience segmentation: ○ Parents ○ Health-conscious ○ Weekend vs Weekday visits ○ Lapsed customers ○ Heavy users ○ Geography – weather, sports ● Customize timing, offer, message ● Test & Measure Use the data you have. Remember, if this is true, what else is true?
  • 16. ©FULL COURSE LLC ©FULL COURSE LLC 16 Loyalty is not a marketing thing – it’s a brand thing. Everyone needs to buy-in. ● Have an exit strategy ● Demand tech integration ● Own & use your data ● Train your frontline
  • 17. ©FULL COURSE LLC ©FULL COURSE LLC 17 1. Nail the basics 2. Set SMART goals 3. Redefine value 4. Make it personal 5. Execute flawlessly
  • 18. ©FULL COURSE LLC ©FULL COURSE LLC We offer consulting, corporate training & more designed for the restaurant industry. Book a call. We’d love to help. 18