Exclusive events to boost loyalty: Part 4 of Papa Johns’ successful growth strategy
Welcome to the final part of our series on the Papa Johns case study, “Successful Growth Strategy.” In the previous articles, we explained how to make the audience love your brand by creating a strong emotional connection through engaging AI-powered marketing campaigns, a cost-effective rewards catalogue, and a gamified customer experience.
In this post, we delve into the importance of exclusive events in fostering customer loyalty, drawing insights from the successful events organized in May 2024 in Dubai.
Statistics show that consumers are 56% more likely to join customer loyalty programs that offer tiered rewards and exclusive treatment for top customers. Papa Johns UAE leveraged this insight by implementing exclusive events tailored to their customers, resulting in stronger loyalty from their most dedicated guests and an effective PR move to encourage more customers to strive for platinum status.
Discover how exclusive events can serve as a powerful tool in your loyalty strategy, driving repeat business and fostering lasting relationships with your audience.
How to make guests feeling unique?
Creating a sense of exclusivity and uniqueness for your guests can be a powerful way to build loyalty without relying solely on discounts. Here are two innovative mechanics to retain your guests and make them feel special:
Pillar 7: Growing Emotional Loyalty Through Platinum Stickers and Giveaways
One simple yet effective method is the use of Platinum Stickers. These VIP stickers can be placed on the pizza boxes of Platinum members, signaling their special status and making them feel valued. This small touch can create a big impact by enhancing the customer experience and fostering a deeper emotional connection with the brand.
This approach doesn’t require significant effort from the restaurant. All you need to do is add a special Platinum sticker in your POS system and organize the process to ensure that every order made by a customer with Platinum status includes this sticker.
Another enticing strategy is to offer exclusive giveaways. For instance, the brand could run a promotion where Platinum status members have the chance to win high-value items, such as an iPhone. This type of reward not only provides an exciting incentive for current Platinum members to remain loyal but also motivates other customers to strive for Platinum status.
These giveaways create an extra layer of motivation and engagement, as customers feel they are part of something exclusive with access to unique opportunities and rewards. This can significantly enhance customer satisfaction and loyalty.
Pillar 8: Exclusive VIP Tasting Events for Premium Platinum Members
The idea of creating an exclusive event arose as a solid basis to foster a closer connection with our guests. Platinum status members have an opportunity to taste the new menu first before this menu position will be available for the rest of the audience. Together with Papa Johns team, we crafted a unique workflow for the event, detailing how to invite attendees, plan activities, and handle the technical organization. After compiling all our ideas, we successfully hosted our first offline event for platinum status members in May in Dubai.
It was an absolute triumph! Meeting the loyal customers in person was incredibly exciting for the team. The C-level management team from Papa Johns, including Tapan Vaidya (CEO at Papa Johns UAE, KSA & Jordan), Karim Chaanine (Chief Marketing Officer at Papa Johns UAE, KSA & Jordan), and Vas Diyachenko (Founder & CEO at LoyaltyPlant), engaged closely with the guests, establishing a direct connection.
Discussing opinions and suggestions, sharing joyful moments together, and witnessing the positive atmosphere inspired everyone. It highlighted growth opportunities and left all the guests feeling special and valued. We received an outpouring of positive feedback about the app, loyalty program, and the pizza itself.
Business impact: positive user feedback and engagement metrics
Hearing words of gratitude from the guests, receiving sincere feedback about the events, and learning about their experience is priceless. It’s incredibly rewarding to know that all the efforts to enhance customer satisfaction and loyalty are truly making a difference.
When discussing engagement, it’s crucial to note that the average session time on the application has increased by 64%. This indicates that users are now spending more time in the app exploring various features such as the reward catalog, gifts, and games. This growth reflects a significant uptick in user interaction and interest, highlighting the effectiveness of our engagement strategies.
Are you ready for growth?
Do you want to start a game-changing loyalty program for your restaurant? Regardless of the size of your business, we offer you the chance to experience the best world practices and build real connections and relationships with your audience. This will not only make your guests truly love your brand but also boost your restaurant’s revenue.
If you’re ready to grow, leave your contact information here. Our team will conduct a free audit of your online sales channel of your restaurant and unlock the potential you can achieve by effectively engaging with your most valuable asset—your guests.
