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


Three executives spoke about points within the restaurant trade 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 software. Photograph by Networld Media Group.

Three executives spoke about points within the restaurant trade on the Quick Informal Govt Summit held final month in Indianapolis, Indiana. It is one in all a number of trade occasions organized by Networld Media Group, the guardian firm of Fastcasual, Pizza Market and QSRweb. The annual three-day Quick Informal Govt Summit occasion attracts executives from main manufacturers world wide. 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 software

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

Lalehzarian moved to the Unites States in 1998 and did not know tips on how to converse 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 powerful following on social media with 145,000 followers on Instagram and greater than 1,000,000 on TikTok. “Inside the previous century, we have used numerous 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 widespread: they had been all one massive communication to the buyer. And these social media occurred,” Lalehzarian stated.

First, we’ve to know what every social media platform can ship to the buyer. TikTok is a platform to be seen, Lalehzarian stated. “Not lots of people really create content material and submit on TikTok, however I promise you, lots of people are watching,” he added.

Communication is 2 methods on TikTok, and folks 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 subsequent piece of content material made.

Manufacturers must be related, artistic and outrageous. “We’re coping with a unique technology, and I am not simply speaking about age distinction,” Lalehzarian stated.

Have participating content material. “The content material you submit on social media would not should be excellent. You need it to be imperfect,” Lalehzarian added. It must be near what you are promoting.

Maintain TikTok movies brief, round 15 to twenty seconds, and use influencers should you can. Comply with developments however think about attempting to start out a pattern as effectively.

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

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

Getting private with clients

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

Mityas is enthusiastic about personalization. “How do you carry it to life if you’re a small to medium-sized chain, possibly simply beginning out?” he stated. “Once we say personalization what will we imply? … My massive 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 numerous 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 stated. Attempt to interact them at a unique stage personally. He stated 90% of loyalty applications within the trade are glorified {discount} applications.

If it is a small restaurant, it is easy to know who the regulars are. 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 if you’ve now acquired 20 eating places? 50 eating places?”

First, how do you personalize the engagement? Mityas stated you may personalize based mostly on how and if you attain out to that visitor. You may 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 interact with them personally? Possibly it is Tuesday at midday letting them know you have acquired one thing particular for that night, being there proper once they’re fascinated by that subsequent meals and beverage event particularly to that visitor,” Mityas stated.

Second, personalize the meals, comparable 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 totally different elements of your menu,” Mityas stated. “That’s what individuals need to do. They need to present one thing that they created that’s personalised to them.”

Lastly, personalize the expertise. In the course of the pandemic, manufacturers tried to personalize all the pieces as a result of all the pieces was digital. It is exhausting to personalize when company are strolling into your restaurant, Mityas stated. It has to do with the workforce members that you’ve got in-house.

Making a one-to-one expertise is core. Workforce members know who their core company are, so what instruments are they given to personalize the expertise? Take into account personalised objects off menu for these repeat company – one thing particular, not at a reduction. “It is that connection that you may create,” Mityas stated.

Emily Rugaber, vp of promoting for Thanx, spoke about tips on how to construct a loyalty program with out reductions. Photograph 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 stated shareholders, operators and entrepreneurs are asking how they enhance earnings whereas on the identical time rising buyer lifetime worth and the way is it executed in an unprecedented time of scrutiny on budgets?

“Loyalty within the restaurant trade has been a unclean phrase,” Rugaber stated. 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 fully reworked the trade, Rugaber stated.

So the place do you begin?

First, take 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 take a look at what you are already planning on doing and say ‘the place can I combine these concepts in?'” Rugaber stated. “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 clients love, repackage it as a loyalty perk.

When you get your ft moist, begin AB testing these promos. Do you must supply 20% off when 15% off will work as effectively? Is there a non-discount reward that you may supply that you may take a look at in opposition to a promotion? Generally, 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 potential and begin fascinated by concepts. “Have a look at your model and say ‘What can be on model?'” Rugaber stated. Have a look at your small business targets, take a look at your clients 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 yr, within the final six months, you are in all probability not doing one thing proper,” Rugaber stated.

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

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