Mass Appeal #13. Data-Driven Dining: Loyalty and Customer Engagement Strategies for Restaurant Apps - Kevin Nemeth (Authentic Restaurant Brands)
Jun 5, 2024
41:13
In this episode, Tommy interviews Kevin Nemeth, the Chief Digital Officer for Authentic Restaurant Brands, about the evolving landscape of digital loyalty programs for quick-service and casual dining restaurants. You'll learn how Kevin’s team differentiates their loyalty programs by offering value to their customers through special offers, ease of sign-up, and personalized experiences -- without disrupting the established brand's identity. Don’t miss this deep dive into leveraging first-party data to drive customer engagement and create compelling digital strategies for restaurant brands that keep customers coming back.
Questions Kevin Answered in this Episode:
- What staying power did Covid’s effects on restaurants have?
- Is there a cost benefit to bringing customers to your website or app?
- How do you translate in-person restaurant experiences into a digital environment that’s useful for customers?
- How do you drive adoption to your loyalty program?
Timestamp:
- 2:58 Covid’s lasting impact: ordering food through apps
- 6:00 Economics of driving customers to first-party platforms
- 10:10 Overview of Authentic Restaurant Brands
- 12:20 Regional Fortress Brands strategy
- 16:33 Translating in-restaurant experiences to digital
- 21:51 Importance of differentiation in loyalty programs
- 22:02 Overcoming barriers to loyalty program sign-ups
- 22:35 The success of PJ Whelihan's loyalty program
- 25:20 The value exchange in modern loyalty programs
- 27:27 Customer data is currency
- 30:59 Gamification and brand recall strategies
- 37:10 Building digital capabilities for restaurant brands
- 40:17 What's ahead