Restaurant loyalty operator celebrates 3,000th partner
Reporting continuing growth of e-mail marketing in the hospitality industry, the US-based hospitality marketing company Fishbowl has also rolled out its proprietary guest loyalty platform to its 3,000th restaurant client.
The company says that its Guest Loyalty Platform is now in use across the USA in more than 100 national and regional restaurant chains. Growth is especially strong in the industry's top-tier multi-unit chains, where decisions are driven by financial benefits, franchisee support programmes, and local marketing tools. Fishbowl's new product for independents is also spurring growth in small (1-2 unit size) restaurant operations.
"This achievement shows there's a continuing adoption of email marketing by restaurants for building customer loyalty and driving sales," said Scott Shaw, president and CEO for Fishbowl. "With this medium, restaurants have the ability to customise each communication, and customisation makes for higher response rates and longer lasting guest relationships."
Building loyalty Many of Fishbowl's loyalty programme clients are marketers who constantly seek new technologies and programmes to serve their customers better and build loyalty. For example, Maggiano's Little Italy uses the programme to experiment with marketing campaigns that are both timely and fun for diners. The restaurant's 'Friends Finale' take-out campaign drove record amounts of traffic with no incremental marketing costs.
Dwayne Chambers, director of marketing for Red Robin Gourmet Burgers and Spirits, explained that the chain's e-marketing efforts with Fishbowl allows it to connect with its most loyal diners as a part of their lifestyle, allowing a closer relationship to be actively built up.
Fishbowl's email loyalty platform helps restaurants identify their customers through accurate data capture and then send email promotions and marketing campaigns at the right times.