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Enhancing the "guest experience"
Not long ago I had the good fortune to meet a couple whose kitchen wall was emblazoned with the words "Happy is the house that shelters a friend." Funny thing, they really lived up to the motto, offering those who had gathered in their house for a long weekend all manner of food, drink and good cheer. Especially good cheer.
A recent press release from T.G.I. Friday's reminded me of the experience. The Dallas-based chain just launched a guest recognition program dubbed "Give Me More Stripes." The idea behind it: Giveaways, like appetizers, to secure repeat business.
Yet, an official added, the program isn't merely about deals. "It's about special treatment that will continue to evolve and will be shaped according to guest feedback and individuals' preferences," he was quoted as saying.
I buy that. After all, many casual-dining brands are in such a sorry rut that resorting to special treatment is probably a sound strategy. But giving away food? Well, that does have the air of desperation about it. Still, industry observers think now's not the time to fret about shrinking margins but instead disappearing customers. In any case, Friday's has research from Harris Interactive that shows the vast majority of restaurant loyalty club members like the idea of "free" food (hardly surprising even in the best of times).
Back to the aforementioned couple. Part of their sheltering-a-friend happiness certainly derives from their generosity. We stuffed ourselves with Chesapeake Bay blue crabs, jumbo shrimp, corn-on-the-cob and cake on that occasion. But their obvious talent for making guests feel right at home, like they belonged nowhere else but there, was key to having a great time.
Accomplishing that with any consistency may well be beyond Friday's or any chain's ability. But it nonetheless sparks a thought: What if Friday's based a loyalty program not on how much customers spend but on how often they drop by? The reward isn't free food; instead, like the official said, it's special treatment.
I leave it to you, the experts, to tell me what that could possibly mean without giving away the store.
Enhancing the "guest experience"
July 17, 2008
Not long ago I had the good fortune to meet a couple whose kitchen wall was emblazoned with the words "Happy is the house that shelters a friend." Funny thing, they really lived up to the motto, offering those who had gathered in their house for a long weekend all manner of food, drink and good cheer. Especially good cheer.A recent press release from T.G.I. Friday's reminded me of the experience. The Dallas-based chain just launched a guest recognition program dubbed "Give Me More Stripes." The idea behind it: Giveaways, like appetizers, to secure repeat business.
Yet, an official added, the program isn't merely about deals. "It's about special treatment that will continue to evolve and will be shaped according to guest feedback and individuals' preferences," he was quoted as saying.
 |
| T.G.I. Friday's loyalty card |
Back to the aforementioned couple. Part of their sheltering-a-friend happiness certainly derives from their generosity. We stuffed ourselves with Chesapeake Bay blue crabs, jumbo shrimp, corn-on-the-cob and cake on that occasion. But their obvious talent for making guests feel right at home, like they belonged nowhere else but there, was key to having a great time.
Accomplishing that with any consistency may well be beyond Friday's or any chain's ability. But it nonetheless sparks a thought: What if Friday's based a loyalty program not on how much customers spend but on how often they drop by? The reward isn't free food; instead, like the official said, it's special treatment.
I leave it to you, the experts, to tell me what that could possibly mean without giving away the store.
Posted by David Farkas on July 17, 2008 | Comments (2)
July 18, 2008
In response to: Enhancing the "guest experience"
a guy commented:
In response to: Enhancing the "guest experience"
a guy commented:
I want to work for a research company where I tell the client that people like free stuff and he still writes me a check.
July 18, 2008
In response to: Enhancing the "guest experience"
doug commented:
In response to: Enhancing the "guest experience"
doug commented:
I want a research company that does not just copy and colate public information.
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