How one loyalty program connected nine coastal restaurants
A group of nine restaurants in a coastal holiday destination, including family venues, seafood restaurants, beach cafés and gastrobars. Holidaymakers choose several places to eat during a single trip.
Results
The objective
Build group-wide guest relationships, encourage visits across restaurants and grow direct online bookings. A further objective was to use guest feedback consistently to improve service.
The starting point
Restaurants used separate databases and ran their own promotions. A guest could love one venue without knowing that a neighboring restaurant belonged to the same group. Some enquiries and reviews remained in individual managers’ inboxes.
Seasonality made evaluation difficult: summer performance could not be compared directly with winter. The scenario therefore covers a full year, with comparisons against the corresponding periods of the previous year.
Implementation
What changed
The share of members visiting at least two restaurants per trip rose from 18% to 29%, an increase of 11 percentage points. Spending per member per trip increased by 14.7% for trips of comparable length.
Direct online bookings increased from 26% to 39% of all bookings recorded in the shared system. Member NPS rose from 42 to 54, using the same survey and post-visit sending schedule.
The comparison covered the same months and restaurants year on year.
Next steps
Develop partnerships with local hotels and prepare offers ahead of guests’ next trips. Evaluate program economics using gross profit after rewards, communication costs and platform fees.
More cases
Explore a similar approach for your restaurants.
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