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Numerous restaurant chains have launched or expanded their loyalty programs in recent months, a tactic that enables them to drill deeper into customer data and create more targeted offers. Restaurants have also begun embracing mobile and social technology to develop a loyal customer base.
Red Robin launched its Red Royalty program across all corporate-owned stores (about 75% of the brand's locations) about a year ago and has been expanding it into its franchises ever since. In February, it introduced enhancements to the rewards program, like making it easier for guests and team members to know a member's reward status when they enter the restaurant, instead of expecting the customer to have checked before coming to the restaurant.
"The exciting aspect of loyalty is it's always evolving as you learn about your guests and become more knowledgeable about their dining frequency, their preferences and how they interact with your brand," says Dana...