how customer loyalty is broken — and how mobile can fix it (or make it worse)

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Why Customer Loyalty is Broken And How Mobile Can Fix It 2016 Restaurant Leadership Conference Wednesday April 6, 2016

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Zach Goldstein

CEO and Founder

Mindy Kaplan

Senior Director of Marketing

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1. The modern restaurant guest 2. Why restaurant customer loyalty is broken

3. How to fix restaurant customer loyalty

4. Key takeaways for restaurants looking to build loyalty

5. Analysis and Q & A

DISCUSSION FLOW

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MODERN RESTAURANT GUESTS ARE “PROMISCUOUS”

More restaurant benchmarks at thanx.com/marketing-report

~2/3 of restaurant sales comes from just 25% of

customers

62%19%

14%

5%

TOP

2ND

3RD

BOTTOM

69% of loyal restaurant guests haven’t returned in

the last 4 months

SUPER LOYAL

REGULARS

AT-RISK

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Tremendous growth has put 1.5 million + unique apps in the App Store…

26Average number of

apps on phone:

84%Time spent in top 5

apps on phone:

…But you have to stand outJul$'08$

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Jun$'15$20152014201320122011201020092008

© THANX, INC. ALL RIGHTS RESERVED

1. The modern restaurant guest

2. Why restaurant customer loyalty is broken

3. How to fix restaurant customer loyalty

4. Key takeaways for restaurants looking to build loyalty

5. Analysis and Q & A

DISCUSSION FLOW

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TRADITIONAL LOYALTY PROGRAMS ARE FLAWED

Friction-filled customer experience

Uncertain basic program metrics

Too much hassle to maintain program

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GOALS FOR A NEW LOYALTY PROGRAM —  ONE THAT ACTUALLY BUILT LOYALTY

Effortless for customers

(and on mobile)

Actionable data — more than just

rewards

Zero integration, seamless operation

across systems

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THIS IS NOT EFFORTLESS

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CHECK -INS?

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QR CODES?

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RECEIPT PHOTOS?

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NO WONDER APP STORE RATINGS ARE SO BAD

Across a random sample of 150 branded restaurant apps, the average star rating was

2.9

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1. The modern restaurant guest

2. Why restaurant customer loyalty is broken

3. How to fix restaurant customer loyalty

4. Key takeaways for restaurants looking to build loyalty

5. Analysis and Q & A

DISCUSSION FLOW

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INTRODUCING —  THE LOU MALNATI’S BRANDED APP

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AN APP YOU DON'T HAVE TO OPEN

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3 PILLARS OF LOYALTY SUCCESS

EFFORTLESS CONSUMER EXPERIENCE

ACTIONABLE DATA

NO HASSLE FOR I.T.

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NO POINT-OF-SALE INTEGRATION AND NO ADDITIONAL HARDWARE

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ACTIONABLE DATA VIA 1-CLICK MARKETING CAMPAIGNS

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1. The modern restaurant guest

2. Why restaurant customer loyalty is broken

3. How to fix restaurant customer loyalty

4. Key takeaways for restaurants looking to build loyalty

5. Analysis and Q & A

DISCUSSION FLOW

© THANX, INC. ALL RIGHTS RESERVED

KEY TAKEAWAYS FROM LOU MALNATI’S

Effortless for you, effortless for your customers

Actionable data

Marketing accountability

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THE CUSTOMER LOYALTY RACETRACK

Learn more at tinyurl.com/thanxRLC

Make it easy to get out of the starting blocks

SIMPLE

1

Eliminate the hurdles all the way around the track

EFFORTLESS

2

Keep the finish line well lit

TRANSPARENT

3

Ensure that the race is the right distance

ATTAINABLE

4

Make sure the medal is big enough

MOTIVATING

5

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success@thanx.com

Increase Sales. Improve Customer Satisfaction.

Effortlessly.