Quaker Steak & Lube Drives Customer Loyalty and Franchisee Success with Guest Rewards Program
Rewards programs are central to maintaining a loyal guest base. Restaurant concepts that can continuously grow and maintain loyal customers generally experience the most satisfied franchisees, who feel positive about their investment. Quaker Steak & Lube's ® rewards program, Revved-Up Rewards, is boosting the continued success of franchise owners by driving both new and repeat guest counts.
Revved-Up Rewards helps Quaker Steak & Lube restaurants remain relevant to consumers and compete with the brand's primary competitors. To accomplish this, the program, accessible through both a website and a mobile app, is compelling and outshines what other full-serve restaurants are doing.
Give Them What They Want
Before launching Revved-up Rewards, Quaker Steak & Lube tested a tiered, point-based rewards program at company-owned restaurants. Guests received an award when they reached a new tier based on the points they accrued. However, the program's ceiling limited what guests could earn with their points for the remainder of that year. Adjustments were needed. Quaker Steak & Lube analyzed what worked and what presented challenges and observed the reward programs of other full-service restaurants.
The new Revved-up Rewards needed to be easy for guests to understand, with a simple reward and redemption concept that presented continuous value to keep them engaged. It also needed to be easy for members to sign up, as well as access and manage their rewards accounts.
In the new Revved-up Rewards format, one point represents a value of $1 spent at a Quaker Steak & Lube restaurant. Every time a member earns 200 points, they receive a free entrée. There's no limit to the number of entrées guests can earn every year, and they earn points as quickly as they like. Guests can sign up to be a rewards member on the Quaker Steak & Lube website or download the free mobile app available for Android® and Apple® devices. The cardless program allows guests to provide a phone number in restaurants when earning and redeeming. Plastic membership cards are also available at restaurants by request.
Quaker Steak focuses on making every guest visit an amazing experience that hinges on top-quality food. Quality food and service bring guests in the door. The Revved-up Rewards program incentivizes guests to keep coming back.
Quaker Steak & Lube developed the 60 Mile-Per-Hour Club within Revved-up Rewards to engage guests in the program quickly. Once a member registers and earns 60 points, easily achieved in their first or second restaurant visit, they receive a free appetizer. Hitting the 60-point mark also unlocks additional benefits, including a free birthday dessert and 15 bonus points on their half birthday, for as long as the guest remains an active program member. Earned rewards are automatically added to the rewards wallet.
To ensure all types of restaurant guests reap the rewards and feel valued, Quaker Steak & Lube added a frequency bonus to the program. Regulars, or those frequent guests who stop by after work twice a week or a few times a month for a drink or an appetizer, earn bonus points when they purchase food (or a non-alcoholic beverage) four times within a four week period.
When guests download the Revved-up Rewards mobile app they will also discover new menu items, limited time offers, holiday specials, and much more – keeping Quaker Steak & Lube top of mind and spurring incremental visits.
Franchisees are also Rewarded
Higher revenue thanks to growing guest counts is a potential boon for franchise owners, but so is the Revved-up Rewards program's simplicity of use.
Restaurant servers, for example, simply tap a rewards button on the POS screen when ringing up checks for program members. They can also let inquiring members quickly know their point total with just a rewards' card swipe or phone number.
While guests earn and redeem points nationwide at participating Quaker Steak & Lube restaurants, franchise owners can also rest assured the rewards program is structured fairly in terms of the back-end accounting of issued and redeemed points.
The goal is to retain and grow Quaker Steak & Lube's loyal guest base. If guests are already active, they will intrinsically benefit from the Revved-up Rewards program. However, there's a compelling message for new guest acquisition, too. With strategically placed marketing messaging through search and display ads on social media, advertising on digital radio, video on cable channels and YouTube, and other dissemination avenues, the rewards program stands poised to introduce the Quaker Steak & Lube brand to a whole new world of loyal fans.
To learn more about the ways Quaker Steak & Lube supports its franchisees, get started by filling out a franchise application.
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