Taking Loyalty to the New Normal Level and Beyond

The pandemic has challenged the relationship between restaurant operator and guest. Brands that have shifted to a more customer-centric approach have an understanding of loyalty as being earned and not sold. Modern Restaurant Management (MRM) magazine asked Suzi Tripp, VP of Insights at digital transformation firm Brooks Bell how restaurants loyalty programs are evolving and the importance of having a head of loyalty who understands why people buy, how they buy and how often they buy.

Loyalty programs are commonplace today, a necessity and important part of restaurant marketing strategy. What do these programs provide to an organization?Loyalty programs grant organizations with the opportunity to not only retain their existing customers but turn those customers into brand fanatics. Because loyalty members are already familiar with your brand, have already made the decision to spend money with you and are actively gifting you valuable data in the process, organizations must…