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Friendly's Gets Friendlier by Enhancing Customer Relationships with Online Ordering

Friendly’s Ice Cream, LLC has expanded its partnership with MICROS through an addition to its technology solution set of online ordering and a guest loyalty program. To support its initiative of adding to its customer base and retaining current customers, Friendly’s has deployed MICROS webOrdering and MICROS iCare Customer Relationship Management (CRM) solutions.
The implementation of the MICROS webOrdering solution allows Friendly’s to increase its sales through new distribution channels such as off premise ordering. With this new solution, orders placed through the Internet are sent to the MICROS POS system and processed as a typical carryout request, ensuring workflow of the restaurant staff remains uninterrupted. MICROS webOrdering is being piloted in four Friendly’s locations with plans for a complete rollout to its corporate-owned locations and many franchise locations by June 2012.
An additional venture that Friendly’s is launching in July 2012 is the MICROS iCare loyalty program. By implementing MICROS iCare across its enterprise, Friendly’s will have the tools necessary to build stronger relationships with its customers and gain a better understanding of their preferences and buying patterns.
Friendly's will expand the current email club, Best Friends of Friendly's (BFF), to the MICROS iCare technology engine, which seamlessly processes member transactions, supports loyalty program rules, and conducts market segmentation and mailings through a sophisticated email generation algorithm. Program performance results and metrics will then be measured to define low, medium, and heavy users, and show when and how customers pursue offers and rewards. The information generated by MICROS iCare allows Friendly's to retain existing patrons and boost visits.

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