Customer loyalty: the loyalty card as a solution

Would you like to implement a customer loyalty strategy in your restaurant? Many restaurateurs have already set up a loyalty program to ensure the success and growth of their restaurant. What are the tools you need to build customer loyalty? Is a loyalty card the ideal solution? Here are our answers! 

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Why is it important to build customer loyalty?

Acquiring new customers for your restaurant is a constant and costly task, so it's essential to implement an effective loyalty strategy to ensure the long-term success of your establishment.

1. Maintain recurring revenues

Building customer loyalty, by making them want to come back to your restaurant, enables you to maintain purchase frequency and thus ensure stable sales. And yes, loyal customers make a significant contribution to a restaurant's profitability! They are more likely to return if they can take advantage of special rewards or benefits, such as discounts, exclusive offers, free meals or free drinks after a certain number of visits.

What's more, because they already know and trust you, they tend to spend more than new customers: " a loyal customer spends 67% more on average than a new customer " (Source: Skeat).

2. Building customer loyalty costs less than acquiring new ones

Attracting new customers to your restaurant is expensive: it requires significant expenditure on marketing, promotions, online advertising campaigns to convince people to push open your restaurant's door, and so on.

When a restaurant already has its customers, it doesn't need to spend as much to convince them to come again. 

The acquisition cost of maintaining existing customers is therefore lower than the cost of attracting new ones. That's why it's often more profitable for a restaurant to retain its existing customers, rather than constantly trying to attract new ones!

3. Your loyal customers are your first ambassadors

Loyal customers are valuable "ambassadors" for your restaurant! Word-of-mouth reinforces your restaurant's reputation and attracts new customers. Positive recommendations often have more impact than traditional advertising, as people naturally tend to trust recommendations from people they know and trust. Hence the importance of pampering your customers and nurturing your brand image by offering an optimal customer experience!

👉 To go further: How to improve the customer experience?

4. Create a competitive advantage

Imagine a customer choosing between two restaurants for his lunch break. If one of the restaurants offers an attractive loyalty program and the other doesn't, it's very likely that he'll choose to go to the restaurant where he can earn rewards.

Loyalty programs help restaurants stand out from their competitors by creating a special bond and encouraging customers to return, even when other options are available. It really can make all the difference!

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Customer loyalty tools for restaurateurs

What are the most effective tools for implementing a loyalty strategy in your restaurant?

A loyalty card

Timeless, the printed loyalty card is a great customer loyalty tool. Every time you visit your restaurant, you stamp the loyalty card. This way, customers accumulate points that entitle them to special rewards, benefits or discounts, encouraging them to return. Simple and effective!

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An online loyalty program

Digital loyalty cards work in the same way as traditional loyalty cards, but instead of being physical, they are in electronic form. Customers sign up for the loyalty program by creating an account on the restaurant's mobile app, website or by leaving their phone number at the checkout. It only takes a few seconds, and customers receive their digital loyalty card.

Customers earn points, rewards or benefits every time they order online or check out. They can check their points balance, track their progress and view available offers via the app or their online account.

The significant advantage of a digital loyalty program over a printed loyalty card is that you can collect valuable information on your customers' consumption habits: preferences, consumption patterns, frequency, product choice, to significantly improve the customer experience. And it's precisely this customer experience that will make your customers want to come back. It's a virtuous circle you absolutely must take advantage of! 

👉 To find out more: How can you get your customers to really use your loyalty program? 

A newsletter and personalized offers

Collecting data via an online loyalty program enables you to stay in constant contact with your customers , and to propose personalized offers that match the individual needs and tastes of each of your customers. In this way, you can : 

• Welcome new members.
• Send a newsletter with current offers, promotions, etc.
• Remind customers who haven't visited us in a while by SMS or email.
• Boost loyalty with SMS campaigns.
• Communicate special events or news about the restaurant.
• Offer a small gift on the anniversary to strengthen ties with your customers.
• Etc.

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Examples of customer loyalty

Discover some effective loyalty strategies: 

King Marcel and automated text messaging

King Marcel is a chain of restaurants specializing in artisanal burgers. They have set up a loyalty card via a dedicated digital space to reward their regular customers. It's ultra-easy to use, as customers sign up online or via the dedicated app to become members of the King Marcel loyalty program. And it works: " King Marcel succeeds in bringing back 50% of its one-off customers thanks to a simple automated SMS " (Source: Hey Pongo).

BCHEF and the welcome discount

With the BCHEF Foodies loyalty program, customers benefit from an immediate offer of 20 free points as soon as they sign up. Points are credited from day one, and can be exchanged for gifts and other rewards (€1 = 1 point). 

Bagel Corner and the different reward levels

With the Corner Club Pass, customers earn points with every purchase, from the first euro spent: 

• beverage or dessert (30 points)
• bagel (50 points)
• bagel/salad menu (80 points) 
• box of 4 donuts (120 points) 
• box of 6 bagels (300 points) 

With the points accumulated, they can then treat themselves to a drink, bagel menus, boxes, etc.

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Innovorder is the leader in digital solutions for commercial and institutional foodservice. Our team supports restaurateurs in their digital transformation with an all-in-one solution (cash register, kiosk, online ordering, KDS).