T.G.I. Friday's launches guest rewards scheme

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By: Wise Marketer Staff |

Posted on July 21, 2008

T.G.I. Friday's launches guest rewards scheme

Following a soft launch that automatically enrolled over 300,000 of T.G.I. Friday's best guests in a new loyalty programme, the restaurant group has officially launched its 'Give Me More Stripes' guest recognition programme across the US.

The 'Give Me More Stripes' programme was designed to reward and recognise the restaurant operator's best guests in a way that is meaningful to them, according to Andrew Jordan, senior vice president of marketing for T.G.I. Friday's in the US.

Programme benefits Among the benefits offered to programme members:

  • A personalised and customised membership card;
  • A free appetiser or dessert upon sign-up (up to US$8 in value);
  • A single-use "jump-the-line" pass;
  • An US$8 certificate for every US$100 spent (excluding alcohol);
  • Exclusive notifications about special offers and food/drink previews.

Jordan confirmed that the spirit of the new frequent guest programme is more than being about discounts, instead focusing on special treatment that will continue to evolve over time and will be shaped according to both general customer feedback and individuals' preferences.

Surprise and delight According to a recent company-sponsored survey by Harris Interactive, 87% of US adults said they would find membership in a restaurant recognition or rewards programme appealing. Of those adults, 79% said they would find free food or drink an appealing feature in such a programme's membership.

Earlier this month, T.G.I. Friday's began surprising new Give Me More Stripes members in participating US restaurants with either free Chips and Dip or free Hummus and Chips.

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