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Purple Chickz, Brix Holdings, Thanx execs speak loyalty applications, personalization, social mediaPizza Market

Three executives spoke about points within the restaurant trade on the Quick Informal Govt Summit held final month in Indianapolis, Indiana.

Shawn Lalehzarian spoke about how TikTok can be utilized as a advertising device. Photograph by Networld Media Group.

Three executives spoke about points within the restaurant trade on the Quick Informal Govt Summit held final month in Indianapolis, Indiana. It is considered one of a number of trade occasions organized by Networld Media Group, the father or mother firm of Fastcasual, Pizza Market and QSRweb. The annual three-day Quick Informal Govt Summit occasion attracts executives from main manufacturers world wide. The media firm’s subsequent occasion is the Restaurant Franchising & Innovation Summit March 20-23, 2023, in Coral Gables, Florida.

Utilizing TikTok as a advertising device

Talking first was Shawn Lalehzarian, co-founder of Purple Chickz, who talked about utilizing Tik Tok as a advertising device.

Lalehzarian moved to the Unites States in 1998 and did not know find out how to communicate English. He started his profession as a dishwasher in a neighborhood restaurant. He labored in each place in that restaurant and finally moved to a place the place he opened a slew of eating places within the U.S. and Canada. He co-founded Purple Chickz in 2018.

With only one retailer, they have been in a position to achieve a robust following on social media with 145,000 followers on Instagram and greater than one million on TikTok. “Throughout the previous century, we have used loads of advertising and PR instruments to affect shopper buying habits and these instruments have been something from TV to radio adverts and newspapers. All these instruments have one factor in widespread: they have been all one massive communication to the patron. And these social media occurred,” Lalehzarian stated.

First, we’ve got to know what every social media platform can ship to the patron. TikTok is a platform to be seen, Lalehzarian stated. “Not lots of people really create content material and put up on TikTok, however I promise you, lots of people are watching,” he added.

Communication is 2 methods on TikTok, and folks have the chance to speak with every bit of content material a model places out. A model can take that suggestions and put it towards the subsequent piece of content material made.

Manufacturers must be related, artistic and outrageous. “We’re coping with a unique technology, and I am not simply speaking about age distinction,” Lalehzarian stated.

Have partaking content material. “The content material you put up on social media does not must be good. You need it to be imperfect,” Lalehzarian added. It must be near what you are promoting.

Preserve TikTok movies quick, round 15 to twenty seconds, and use influencers for those who can. Observe tendencies however contemplate attempting to start out a pattern as properly.

“Having the chance to put up a video as many instances as you need and getting in entrance of your customers in that format has labored nice for us,” Lalehzarian stated.

Sherif Mityas, president of Brix Holdings, spoke about getting private with prospects. Photograph by Networld Media Group.

Getting private with prospects

Sherif Mityas, president of Brix Holdings, spoke about how eating places have to get private in an ever-competitive market. Brix is father or mother firm to Pleasant’s, Orange Leaf and Purple Mango and different manufacturers with 450 areas throughout 38 states.

Mityas is keen about personalization. “How do you convey it to life while you’re a small to medium-sized chain, perhaps simply beginning out?” he stated. “Once we say personalization what can we imply? … My massive assertion is loyalty is lifeless. I do not imagine in loyalty, and once I make clear that, I clearly imagine in loyalty applications that work. However loads of loyalty applications on the market have been the beginnings of personalization. Know these company which can be coming to you. Know just a little bit extra about them.”

Perceive who they’re and when and what they buy, Mityas stated. Attempt to have interaction them at a unique degree personally. He stated 90% of loyalty applications within the trade are glorified {discount} applications.

If it is a small restaurant, it is simple to know who the regulars are. You understand their names, their households and what they order. The restaurant can tailor their loyalty applications to higher personalize their expertise. “However how do you try this at scale?” Mityas requested. “How do you try this while you’ve now received 20 eating places? 50 eating places?”

First, how do you personalize the engagement? Mityas stated you possibly can personalize based mostly on how and while you attain out to that visitor. You possibly can search for patterns. Say an individual is available in each Tuesday. What is the driving drive behind that? Soccer evening? “When do you attain out to that particular person and interact with them personally? Possibly it is Tuesday at midday letting them know you have received one thing particular for that night, being there proper once they’re fascinated about that subsequent meals and beverage event particularly to that visitor,” Mityas stated.

Second, personalize the meals, similar to giving a visitor a sundae and permitting her or him to personalize it with toppings you give them. That usually results in posts on social media. “Take into consideration how you are able to do that on totally different elements of your menu,” Mityas stated. “That’s what individuals need to do. They need to present one thing that they created that’s personalised to them.”

Lastly, personalize the expertise. Through the pandemic, manufacturers tried to personalize every thing as a result of every thing was digital. It is arduous to personalize when company are strolling into your restaurant, Mityas stated. It has to do with the workforce members that you’ve in-house.

Making a one-to-one expertise is core. Group members know who their core company are, so what instruments are they given to personalize the expertise? Take into account personalised objects off menu for these repeat company – one thing particular, not at a reduction. “It is that connection you can create,” Mityas stated.

Emily Rugaber, vice chairman of selling for Thanx, spoke about find out how to construct a loyalty program with out reductions. Photograph by Networld Media Group.

Loyalty with out the reductions

Emily Rugaber, vice chairman of selling for Thanx, spoke about how non-discount reward methods drive income and defend margins.

Rugaber stated shareholders, operators and entrepreneurs are asking how they enhance earnings whereas on the identical time rising buyer lifetime worth and the way is it executed in an unprecedented time of scrutiny on budgets?

“Loyalty within the restaurant trade has been a unclean phrase,” Rugaber stated. It has been equated to reductions, it has been equated to generic, rote, one-size-fits-all loyalty applications and in consequence many restaurant manufacturers” have questioned the necessity for loyalty applications. The digital battlefield has fully remodeled the trade, Rugaber stated.

So the place do you begin?

First, have a look at your present content material calendar. “You do not have to invent a brand new menu. You do not have to do one thing that is loopy. Simply have a look at what you are already planning on doing and say ‘the place can I combine these concepts in?'” Rugaber stated. “If in case you have a product launch arising, a seasonal menu merchandise that you’ll be launching quickly, contemplate offering entry to your loyalty members or to a section of your loyalty members a pair weeks early. A pair days early even.”

If in case you have a menu hack that prospects love, repackage it as a loyalty perk.

When you get your toes moist, begin AB testing these promos. Do it’s good to supply 20% off when 15% off will work as properly? Is there a non-discount reward you can supply you can check towards a promotion? Typically, you may discover you do not want the {discount}.

Subsequent, brainstorm new concepts. Take into consideration your model. Get as many individuals collectively in your organization as doable and begin fascinated about concepts. “Have a look at your model and say ‘What can be on model?'” Rugaber stated. Have a look at your enterprise objectives, have a look at your prospects and discover the overlap. Combine it into your core program.

Lastly, iterate in your core program. “In case your loyalty program hasn’t modified within the final 12 months, within the final six months, you are most likely not doing one thing proper,” Rugaber stated.

Mandy Wolf Detwiler is the managing editor at Networld Media Group and the positioning editor for and She has greater than 20 years’ expertise masking meals, individuals and locations.
An award-winning print journalist, Mandy brings greater than 20 years’ expertise to Networld Media Group. She has spent practically twenty years masking the pizza trade, from impartial pizzerias to multi-unit chains and each dimension enterprise in between. Mandy has been featured on the Meals Community and has gained quite a few awards for her protection of the restaurant trade. She has an insatiable urge for food for studying, and may let you know the place to seek out one of the best slices within the nation after spending 15 years touring and consuming pizza for a dwelling. 


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