Go and the Juice: Diners go the extra mile for brands

As restaurant customers increasingly interact with brands in the digital world, the factors consumers consider when choosing between restaurants are changing. To retain the loyalty of their customers, restaurant brands must adapt accordingly.

“[The digital shift] It creates a host of new challenges in the battle for consumers’ attention,” Casper Garnell, director of brand and global communications at juice store and cafe chain Joe & The Juice, which has more than 300 stores in 16 countries, told PYMNTS in an interview. If everything you want is at your fingertips and geolocation has less of an impact, it’s about brand loyalty and, obviously, great products.”

In fact, food taste is the single most common factor affecting consumers’ choice of restaurant, according to data from the March/April issue of the digital divide chain PYMNTS,”The digital divide: regional differences in US food ordering trends and digital adoptionCreated in collaboration with Paytronix.

Read more:New research shows that regional dining quirks are important in designing restaurant offerings

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Additionally, the study, which was drawn from a February survey of more than 2,500 US adults, found that brand recognition was certainly the second most important factor, ranking slightly higher than restaurant location. To be sure, the strategies required to foster this intimacy are different in the digital realm than in the physical realm.

As Jarnell said, “How [do you] Staying ahead of consumers’ concerns if they change their behavior and don’t walk by Joe & The Juice twice a day anymore? “

Game, adjust, match

In addition to the standard points-per-dollar model, the brand takes a cult-like approach to loyalty, offering points for completing certain “fun challenges” like buying three green juices in a week or visiting one of the brand’s stores 10 times in multiple days.

“These challenges have shown to be a much more important part of the application experience that we initially anticipated,” Garnell said.

In this way, the brand’s approach is similar to that of Sweetgreen’s fast-paced chain that focuses on health.

After closing the previous loyalty program, which followed the win-and-burn model, in early 2021, Sweetgreen announced earlier this summer that it was in the process of trying a new rewards and challenges loyalty program.

The program, like Joe & The Juice’s, offers tasks to complete for customers, but instead of awarding points for completing them, it offers rewards like $4 credit or a free drink. Unlike Joe & The Juice, Sweetgreen doesn’t include a points-per-dollar component.

Related news: Sweetgreen rotates purchases into personalized “challenges” to increase mobile interaction

As the challenges model solidifies, it remains to be seen whether consumers will choose more for programs that put them in the driver’s seat with flexible reward points or ones that play out the experience of these surprising challenges.

in metaverse

Garnell noted that after moving into “the rabbit hole of NFTs, the Metaverse, and web3 in general,” the juice bar and café brand is “mostly following from the sidelines” with future entry into the space.

“[I’m] “Keep my ear to the ground and get inspired by how other big brands are using these new tools to interact with their customers,” he said.

There is demand for metaverse dining experiences, according to data from the July issue of PYMNTS and the Paytronix Digital Divide Study,”The Digital Divide: Moving to the Metaverse. The report, which was drawn from a May survey of nearly 2,700 consumers in the United States, roughly one in four used the metaverse or reported a significant interest in doing so. Of those, 54% are “very interested or very interested” in integrating restaurant purchases into their metaverse experiences, and 19% are somewhat interested.

Read more:Study shows – Restaurants see Metaverse as a new loyalty game

play to keep

Garnell advises that as more restaurant brands build and launch their own loyalty programs, it is essential to build direct relationships with consumers rather than going through a third-party intermediary.

“If I can give one piece of advice to anyone out there in the process of building their own digital loyalty program, make sure you own 100% of the data you capture,” he said.

Indeed, consumers are increasingly anticipating the kind of personalized digital experiences that can only be achieved through data-driven segmentation and optimization. In fact, the 2022 release of PYMNTS’s Readiness Index, also created in collaboration with Paytronix, revealed that personalization features within loyalty apps are improving, showing strong growth between September 2021 and April 2022.

See more:More than half of restaurants rely on digital sales, despite the improvement in local orders

“I’ve seen a lot of friends in this space build their apps and POS systems on white label solutions, only to find that they don’t have full access to the data later,” Garnell said. “Being able to analyze data and improve the loyalty experience based on that data is everything.”

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The new PYMNTS survey discovered 3 out of 4 consumers have a strong demand for super apps

Around: Findings from the new PYMNTS study, “App Super Transformation: How Consumers Want to Save, Shop and Spend in the Connected Economy,” in collaboration with PayPal, analyzed the responses of 9,904 consumers in Australia, Germany, the United Kingdom, and the United States. And it showed a strong demand for single multifunctional applications instead of using dozens of people.