Taking Charge of the Guest Experience Touchpoint by Touchpoint
What does loyalty mean to you?
We speak of customer loyalty and we sponsor loyalty programs, but who is deeply loyal and how many of them do we have? We don’t always know.
Loyalty is conditional.
I’m loyal until you offend me.
I’m loyal until you overcharge me.
I’m loyal until the busy Friday lunchtime slip-up when you give me plain fries instead of curly, seasoned fries, and no napkins, and then the store staff compounds the issue by not apologizing.
The dedication is in the details. Allegiance is directly tied to accuracy (ordering, payment, delivery). I’ll be true-blue if you will get it right consistently.
Other guests might put it differently: I’ll be devoted if you always dazzle me.
Interestingly, our word menu comes from the French for “small and detailed.” Successful operators know that each meal is an individual moment, and not some “transaction” that happens during a standard “shift” (eight hours in your life, a year in-store time).
In order to succeed at loyalty, you have to understand how the menu translates to touchpoints.
Luckily the technology is arriving to support these efforts. Companies like Fishbowl are at the forefront of
Fishbowl speaks of the four pillars of Total Menu Management:
- Sales & Profit. Do you know instinctively how menu items help you capture sales and drive higher margins? Probably not. You need data to show the way.
- Traffic. Can you gain insight to know how your menu is able to increase guest frequency and reach, and be prepared for those surge periods operationally? Don’t just add guacamole and guess. Prepare for the peaks.
- Executional Complexity. Can your team pull off the difficult and diverse performance that your menu demands day in and day out? Know your pricing opportunities and the impact of changes in menu items.
- Brand Relevance. Can you translate the marketing experience into a equivalent store experience? When brands rely on filmmakers and animation studios to create rich and “sticky” media, it’s incumbent upon operators to create environments and experiences that are consistent with those production values. Otherwise, there is a potentially damaging disconnect.
The principles of TMM can be used to guide decisions about menu pricing, product development, LTO benchmarking, menu positioning, and menu reduction. They are woven in to PAR POS software. We work with our strategic partners like Fishbowl, iLoyal and Loyalif to ensure you are prepared to meet the challenges of guest loyalty.