How important are loyalty programmes for restaurants?

Short Description
This programme focuses on strengthening the bond with repeat customers in order to increase revenue and improve a restaurant s reputation through word-of-mouth
  • Nusra Deputy Features Editor
Restaurant India

Getting along with your customer is very important when you are into a restaurant business. A clear picture of their wants and needs, their food habits, the trends they are most attracted to, the times they prefer to visit the restaurant in a week or two helps in reaching out to the best valued customers.

The benefits

Loyalty programme is very important to make regular customers even better and loyal customers. This can be done by offering them rewards for their repeat businesses that they have given to a restaurant.

A loyalty program can include point systems and advanced software that analyses customers’ purchasing patterns. These programmes focus on strengthening the bond with repeat customers in order to increase revenue and improve a restaurants’ reputation through word-of-mouth or using a social pattern via Facebook and Twitter.

Pan India Food Solutions has successfully made its way to one of the top F&B companies in India. With its leading brands like Noodle Bar, Spaghetti Kitchen, Copper Chimney, Bombay Blue, and Coffee Bean & Tea Leaf under its brand name, they have introduced a pan India Loyalty Rewards Programme across India to provide their patrons a chance to enjoy a unique culinary experience at valued prices.

The Blue Food Rewards (BFR) comes with special benefits, given each time you dine at any of their restaurants, specifically designed for their loyalists. The programme is applicable across various outlets in India. Customers can also avail special discounts on their special occasions.

How it works?

As a member of the Blue Foods Rewards Programme, customers are eligible for a wide array of exclusive privileges such as 5 gourmet points awarded on every Rs 100 spent and various other privileges on events like birthdays, anniversaries and festivals. They also enjoy exclusive previews on food festival days and offers initiated by them. This programme is one of the biggest programmes offered by multi-cuisine chains in terms of its reach.

 “Through this new loyalty rewards programme, we are reinforcing our commitment to our customers.  We want to recognise the shoppers who continue to be loyal to our brands and engage new shoppers by offering a very distinctive programme. As we continue to grow, the Blue Foods Rewards programme will focus on finding meaningful ways to engage and deliver value to the loyal customers,” says K S Narayanan, CEO, Pan India Foods.

According to experts, getting new customer is difficult; however, making regular customers permanent is even more difficult. You need to use certain techniques other than advertising to make a customer a comeback customer.

Others in the race

Not only Pan India Food Solution, but there are many such brands who believe on showering loyalty deals to their customers. Hyatt Regency in Gurgaon, which has created a milestone in Indian hospitality industry, comes with great loyalty programmes for its customer.

“Hyatt Hotel globally launched its Hyatt Gold Passport, which not only benefits a customer on dining at Hyatt but also gives them an added advantage of staying at the hotel.  The benefits of this are plenty, where guests can accumulate points on spends, get redeem points on dining at our outlets and availing rooms at different Hyatt hotels over the world,” shares Sanjay Patti, F&B Director, Hyatt Regency Gurgaon.

Dharmender Singh, who started two restaurants – The Ancient Barbeque and The Biryani House earlier this year, is very soon planning to introduce the loyalty rewards at his restaurants, as he believes it can help him in getting a strong hold of the customers.

Thus, it is clear that loyalty programmes not only benefit customers, but also give almost 80 per cent traction to the hospitality majors.

Image: CorbisImages

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How important are loyalty programmes?
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