Building brand loyalty

According to the National Restaurant Association, about one in four full-service restaurants offer loyalty or rewards programs. The NRA predicts that 15 percent more will offer loyalty programs in 2007.

Given the trend, it is little wonder that San Diego-based Garden Fresh Restaurant Corp. recently joined the ranks of restaurants that offer a frequent-diner program.

“Our main focus is listening to our guests and responding to them, and a loyalty program can help us achieve that,” said Ken Keane, executive vice president of marketing for Garden Fresh Restaurant Corp. “We’re huge loyalty advocates. That’s how we drive our brand.”

According to NRA’s 2007 Restaurant Industry Forecast, 51 percent of adults surveyed in 2006 said they are more likely to patronize a restaurant that has a frequent-diner program, up from 46 percent in 2005.

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