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HomePizzaPink Chickz, Brix Holdings, Thanx execs speak loyalty applications, personalization, social mediaPizza...

Pink Chickz, Brix Holdings, Thanx execs speak loyalty applications, personalization, social mediaPizza Market


Three executives spoke about points within the restaurant business on the Quick Informal Govt Summit held final month in Indianapolis, Indiana.

Shawn Lalehzarian spoke about how TikTok can be utilized as a advertising and marketing instrument. Picture by Networld Media Group.

Three executives spoke about points within the restaurant business on the Quick Informal Govt Summit held final month in Indianapolis, Indiana. It is certainly one of a number of business occasions organized by Networld Media Group, the mum or dad firm of Fastcasual, Pizza Market and QSRweb. The annual three-day Quick Informal Govt Summit occasion attracts executives from main manufacturers all over the world. The media firm’s subsequent occasion is the Restaurant Franchising & Innovation Summit March 20-23, 2023, in Coral Gables, Florida.

Utilizing TikTok as a advertising and marketing instrument

Talking first was Shawn Lalehzarian, co-founder of Pink Chickz, who talked about utilizing Tik Tok as a advertising and marketing instrument.

Lalehzarian moved to the Unites States in 1998 and did not know learn how to communicate English. He started his profession as a dishwasher in a neighborhood restaurant. He labored in each place in that restaurant and ultimately moved to a place the place he opened a slew of eating places within the U.S. and Canada. He co-founded Pink Chickz in 2018.

With only one retailer, they had been capable of achieve a robust following on social media with 145,000 followers on Instagram and greater than 1,000,000 on TikTok. “Throughout the previous century, we have used quite a lot of advertising and marketing and PR instruments to affect shopper buying habits and these instruments have been something from TV to radio adverts and newspapers. All these instruments have one factor in frequent: they had been all one huge communication to the patron. And these social media occurred,” Lalehzarian mentioned.

First, now we have to know what every social media platform can ship to the patron. TikTok is a platform to be seen, Lalehzarian mentioned. “Not lots of people truly create content material and publish on TikTok, however I promise you, lots of people are watching,” he added.

Communication is 2 methods on TikTok, and other people have the chance to speak with every bit of content material a model places out. A model can take that suggestions and put it towards the following piece of content material made.

Manufacturers needs to be related, inventive and outrageous. “We’re coping with a special era, and I am not simply speaking about age distinction,” Lalehzarian mentioned.

Have partaking content material. “The content material you publish on social media does not need to be excellent. You need it to be imperfect,” Lalehzarian added. It needs to be near what you are promoting.

Preserve TikTok movies quick, round 15 to twenty seconds, and use influencers when you can. Comply with developments however think about making an attempt to start out a pattern as nicely.

“Having the chance to publish a video as many occasions as you need and getting in entrance of your shoppers in that format has labored nice for us,” Lalehzarian mentioned.

Sherif Mityas, president of Brix Holdings, spoke about getting private with prospects. Picture by Networld Media Group.

Getting private with prospects

Sherif Mityas, president of Brix Holdings, spoke about how eating places must get private in an ever-competitive market. Brix is mum or dad firm to Pleasant’s, Orange Leaf and Pink Mango and different manufacturers with 450 places throughout 38 states.

Mityas is enthusiastic about personalization. “How do you deliver it to life while you’re a small to medium-sized chain, perhaps simply beginning out?” he mentioned. “After we say personalization what can we imply? … My huge assertion is loyalty is lifeless. I do not consider in loyalty, and after I make clear that, I clearly consider in loyalty applications that work. However quite a lot of loyalty applications on the market had been the beginnings of personalization. Know these company which can be coming to you. Know a bit bit extra about them.”

Perceive who they’re and when and what they buy, Mityas mentioned. Attempt to interact them at a special degree personally. He mentioned 90% of loyalty applications within the business are glorified {discount} applications.

If it is a small restaurant, it is simple to know who the regulars are. You understand their names, their households and what they order. The restaurant can tailor their loyalty applications to raised personalize their expertise. “However how do you do this at scale?” Mityas requested. “How do you do this while you’ve now bought 20 eating places? 50 eating places?”

First, how do you personalize the engagement? Mityas mentioned you’ll be able to personalize primarily based on how and while you attain out to that visitor. You possibly can search for patterns. Say an individual is available in each Tuesday. What is the driving pressure behind that? Soccer night time? “When do you attain out to that particular person and have interaction with them personally? Possibly it is Tuesday at midday letting them know you’ve got bought one thing particular for that night, being there proper after they’re excited about that subsequent meals and beverage event particularly to that visitor,” Mityas mentioned.

Second, personalize the meals, corresponding to giving a visitor a sundae and permitting her or him to personalize it with toppings you give them. That usually results in posts on social media. “Take into consideration how you are able to do that on completely different elements of your menu,” Mityas mentioned. “That’s what individuals wish to do. They wish to present one thing that they created that’s personalised to them.”

Lastly, personalize the expertise. Throughout the pandemic, manufacturers tried to personalize every part as a result of every part was digital. It is exhausting to personalize when company are strolling into your restaurant, Mityas mentioned. It has to do with the crew members that you’ve in-house.

Making a one-to-one expertise is core. Group members know who their core company are, so what instruments are they given to personalize the expertise? Think about personalised gadgets off menu for these repeat company – one thing particular, not at a reduction. “It is that connection which you can create,” Mityas mentioned.

Emily Rugaber, vp of promoting for Thanx, spoke about learn how to construct a loyalty program with out reductions. Picture by Networld Media Group.

Loyalty with out the reductions

Emily Rugaber, vp of promoting for Thanx, spoke about how non-discount reward methods drive income and defend margins.

Rugaber mentioned shareholders, operators and entrepreneurs are asking how they enhance earnings whereas on the identical time rising buyer lifetime worth and the way is it achieved in an unprecedented time of scrutiny on budgets?

“Loyalty within the restaurant business has been a grimy phrase,” Rugaber mentioned. It has been equated to reductions, it has been equated to generic, rote, one-size-fits-all loyalty applications and in consequence many restaurant manufacturers” have questioned the necessity for loyalty applications. The digital battlefield has utterly remodeled the business, Rugaber mentioned.

So the place do you begin?

First, have a look at your present content material calendar. “You do not have to invent a brand new menu. You do not have to do one thing that is loopy. Simply have a look at what you are already planning on doing and say ‘the place can I combine these concepts in?'” Rugaber mentioned. “When you’ve got a product launch arising, a seasonal menu merchandise that you will be launching quickly, think about offering entry to your loyalty members or to a phase of your loyalty members a pair weeks early. A pair days early even.”

When you’ve got a menu hack that prospects love, repackage it as a loyalty perk.

When you get your ft moist, begin AB testing these promos. Do it is advisable to provide 20% off when 15% off will work as nicely? Is there a non-discount reward which you can provide which you can take a look at towards a promotion? Typically, you will discover you do not want the {discount}.

Subsequent, brainstorm new concepts. Take into consideration your model. Get as many individuals collectively in your organization as attainable and begin excited about concepts. “Have a look at your model and say ‘What could be on model?'” Rugaber mentioned. Have a look at your small business targets, have a look at your prospects and discover the overlap. Combine it into your core program.

Lastly, iterate in your core program. “In case your loyalty program hasn’t modified within the final 12 months, within the final six months, you are in all probability not doing one thing proper,” Rugaber mentioned.

Mandy Wolf Detwiler is the managing editor at Networld Media Group and the location editor for PizzaMarketplace.com and QSRweb.com. She has greater than 20 years’ expertise masking meals, individuals and locations.
 
An award-winning print journalist, Mandy brings greater than 20 years’ expertise to Networld Media Group. She has spent practically 20 years masking the pizza business, from impartial pizzerias to multi-unit chains and each measurement enterprise in between. Mandy has been featured on the Meals Community and has gained quite a few awards for her protection of the restaurant business. She has an insatiable urge for food for studying, and may let you know the place to search out the perfect slices within the nation after spending 15 years touring and consuming pizza for a residing. 

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