Natalie Anderson Liu joined MOOYAH Burgers, Fries & Shakes seven years in the past as Director of Advertising and presently serves as Vice President of Model. Based in 2007, and headquartered in Plano, Texas, MOOYAH is a fast-casual, “higher burger” idea with greater than 80 places in North America and overseas. This yr, MOOYAH ranked #38 on Quick Informal’s High 100 Movers and Shakers. Amid the pandemic, MOOYAH launched a curbside pickup program and elevated the promotion of its loyalty app. Natalie shared with us some insights into the app and the way it’s benefitting each friends and MOOYAH franchise homeowners throughout these difficult occasions.
What was MOOYAH’s preliminary resolution to holding Visitors engaged with the model through the pandemic?
Our first precedence when the pandemic hit was to make sure the security of our Staff Members and Visitors with elevated well being checks and cleansing procedures. Concurrently, we put plans in place to adapt to the wants of Visitors. We shortly launched a curbside pickup program that was built-in with our loyalty app. We additionally supplied free supply on all app/on-line orders from mid-March by early Could. This drove app downloads for us and likewise allowed us to supply actual worth to our present friends who might not dine in to take pleasure in their favourite burgers, fries and shakes.
What does the loyalty program appear to be?
We purposely designed our loyalty program to be quite simple: When Visitors spend $1, they get one level. As soon as they’ve collected 100 factors, they earn a $10 reward that may be redeemed on any meals order. It’s greatest skilled from our Rewards App, however Visitors with out the need or capacity to obtain an app can nonetheless earn and redeem rewards by way of the net portal. Our program is pushed by Punchh, which is absolutely built-in with our point-of-sale and on-line ordering companions, permitting us to create campaigns which are based mostly on when customers order, what they order and the way they order (in-restaurant, on-line, app, supply, and so forth.). We’re capable of automate very good and related campaigns based mostly on when customers are tagged as having lapsed from their common eating sample. We’re additionally capable of collect beneficial suggestions on their experiences, which we take very significantly and develop operational help plans round.
How has it benefited the visitor expertise?
Not solely do loyalty members earn factors for each buy, however we’re continually providing offers that solely they will reap the benefits of. This contains free cheeseburgers on Nationwide Cheeseburger Day, BOGO Burger Week gives, Free Supply weekends, birthday and half-birthday gives, good friend referral rewards and frequent bonus-point alternatives. These campaigns supply actual worth to Visitors by permitting them to get these unique reductions.
What has the visitor response been to the loyalty program and the up to date app?
We’ve got seen unprecedented development in app downloads and loyalty engagement in 2020 attributable to customers preferring the comfort of digital ordering and supply. By the top of Q3, we achieved development targets that we had been on monitor to hit in 2022
How has the loyalty program benefited MOOYAH’s Franchise Homeowners?
Our loyalty members spend extra and go to extra continuously than non-members. Our analysis exhibits they’re twice as beneficial to the model as non-members. Having a database of high-value friends to have interaction with at any time is a big profit to franchise homeowners. We work with our franchise homeowners often to develop and deploy hyper-local campaigns to their particular loyalty friends to assist deal with distinctive gross sales and visitors aims that fluctuate by restaurant.
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