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100-Unit Chain Uses Mobile Platform to Drive Loyalty

Shari’s CafÉ & Pies, an Oregon-based chain of 24-hour family restaurants, has launched its new rewards program on the POS-integrated Paytronix Rewards Platform. With its smartphone apps, mobile-friendly guest web pages, and an unmatched promotion and messaging engine, Paytronix enables Shari’s to engage its guests through their mobile devices – compelling them to visit more frequently.
With nearly 100 locations and more than 4,000 employees, Shari’s new Paytronix-powered CafÉ Club Rewards program helps the chain better understand its loyal guests and then create relevant promotions that are designed to drive profitable visits based on the guests’ interactions with the brand.
Before this new loyalty program, Shari’s Honored Guest program relied heavily on printed coupons to drive visits and spending in its stores. Shari’s realized that the percent of profitable visits occurring from the focus upon loyal guests was expanding fast, while the printed coupons and Free Standing Inserts (FSIs) had minimal benefit.
Shari’s was producing a large number of unprofitable checks with its old method of discounting through coupons and FSIs. With the new loyalty program, management can leverage the data to show appreciation to loyal guests, while using the program’s levers to incent visits during new day parts, drive guests to experience new menu items and more. By engaging the more profitable loyal guests, Shari’s is able to match the incentive to the value of the customer.

The new CafÉ Club Rewards program delivers a simple value proposition that is designed to appeal more broadly to all of Shari’s guests while still delivering value to its existing Honored Guest members. By offering the easiest, most diverse methods for enrollment in-store, online, and via mobile apps, Shari’s attracted more than 50,000 members in the first month of the new program’s launch. Its goal was to quickly establish the critical mass necessary to harness the full value of the guest data.
Shari’s also engaged the Paytronix Data Insights team to help understand its guests, and to act upon opportunities identified from the new loyalty program’s data sources. The Paytronix Data Insights team’s loyalty marketing experts leverage industry-leading data analytics to uncover guest behavior patterns that lead to the identification of high-impact business marketing opportunities that are not apparent when viewing day-to-day sales data.
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