What if Big Mamma reinvented customer loyalty too? This article could well give restaurant groups who want to build customer loyalty and digitalize their outlets a head start.
We illustrated them (in a projective way) with the Big Mamma group, whose brilliant experiments are countless: Popolare, La Felicita, East Mamma, Ober Mamma, Pink Mamma, as well as all their emulators in Berlin, London, Madrid and Milan.
Loyalty, community, private sales, gift wheels, Google reviews and nearby businesses: discover all the ideas you can combine to create a loyalty program for your bakery chain.
The Big Mamma Group's restaurants are experiences in their own right, where customer journeys can vary.
From the huge Food Market of La Felicità to the cosy atmosphere of trattorias, it's essential to have a loyalty experience that's adapted to each context.
[.is--yellow-highlight]When payment is made via sunday[.is--yellow-highlight], the fid program is highlighted by displaying the number of points earned by the customer.
[.is--yellow-highlight]When payment is made via the Eftpos terminal[.is--yellow-highlight], the loyalty experience is integrated into the Eftpos terminal itself.
The first time, the bank imprint is associated with the customer number.
Next time, it's magic: simply place the card on the TPE to earn your points!
In food markets like La Felicità, ordering & payment are done at the counter.
To optimize the visibility of the loyalty program and avoid adding to the workload of sales staff, a tablet connected to the checkout displays the number of points earned and asks customers to identify themselves in order to collect them.
Leaving data blind spots means a partial understanding of your customers, and missed opportunities.
The dark kitchen Napoli Gang doesn't have to be this blind spot. So the loyalty experience continues on this channel.
[.is--yellow-highlight]Objective: to have a point of contact with as many of these "dark customers" as possible[.is--yellow-highlight].
Napoli Gang packaging features a QRCode for a chance to win a weekend in Napoli.
Behind this QRCode is a gift wheel for customers to spin in exchange for their data, with loyalty points as the most likely gift.
A good way to collect data and enroll people in the program.
Big Mamma is a world of its own, and a brand that lives and breathes through its many locations and events, not all of which are well known to customers.
For a multi-point-of-sale group, the loyalty program is an opportunity to introduce customers to the whole Big Mamma universe and build bridges between the different planets in this galaxy.
Despite the brand's great success, some trattorias are not completely full at lunchtime on weekdays.
So we're going to try and find a target that's very likely to fill these off-peak periods: employees of nearby businesses.
If we take the example of the Ober Mamma trattoria, there are no fewer than 106 businesses around the restaurant (Thanks Welcome To The Jungle).
With a little scraping, it's easy to get in touch with each of them.
So we're going to do a mail campaign to these companies with a very sober email with the founder's name on it.
The aim of this email is to invite them to come as a team, thanks to an incentive.
At best, we bring all these employees to the restaurant
If nothing else, we'll collect a point of contact with them!
Paid Membership is a growing trend, particularly in the United States.
This enables you to create recurring income from your best customers, while building a strong bond with them through unique benefits.
Big Mamma is a perfect brand to implement this!
We'll automate a message to each of the brand's best customers, inviting them to join The Gang.
The Gang is a paid subscription that gives you exclusive advantages.
The idea behind it: convert VIPs into VVIPs and create recurring revenue for the brand.
Article inspired by a LinkedIn carousel by Nicolas Samir
