Hospitality Technology: Dickey's BBQ Chain Enhances Guest Communications with Loyalty Marketing
Published: 02 Mar 2016
From Hospitality Technology:
Dickey’s Barbecue Pit, a Dallas-based family-run barbecue franchise, has delivered great results integrating Spendgo’s loyalty customer engagement solution, allowing guests to receive geo-targeted specials and earn points that can be redeemed for a free Dickey’s barbecue.
“Spendgo’s integration with our existing Big Yellow Cub Loyalty Program has accounted for a nearly 20% growth to date,” said Roland Dickey, Jr., CEO of Dickey’s Barbecue Restaurants, Inc. “We are proud to introduce these targeted marketing efforts system-wide and better leverage the data to offer great deals on items that guests are most interested in nationwide.”
Prior to the inclusion of Spendgo, Dickey’s Big Yellow Cup Club was a source of coupons and discounts for Dickey’s guests, but did not have the extended capability for targeted marketing efforts. Leveraging line item and customer data in real-time is a cornerstone of the updated program. The goal is to create personalized campaigns that drive sales and new guests. Spendgo extends beyond a traditional point system by integrating member preferences, Big Yellow Cup Club and online ordering to offer points on targeted offers. Dickey’s now sees which offers are redeemed by members and adapts accordingly by giving guests what they want in their hometown locations.
According to Spendgo, typically, a program is successful if it increases sales by 5%-10%. With the Spendgo program, Dickey’s has been able to nearly double that.