Multi-Unit Franchisee Magazine Issue IV, 2016 - Page 59

Getting Franchisees To Play

nine months out .

The brand ’ s Club ’ 84 is a loyalty program , not a points program , but it does offer benefits and keeps customers connected to the company . “ It ’ s an opportunity for us to keep our guests informed about the brand ,” says Matheson , through offers on birthdays and anniversaries , as well as through previews of LTOs and menus , VIP parties , special offers , and “ insider ” information that makes them feel special , and closer to the brand . Club members also have participated in consumer research such as menu development and providing feedback on food presentation , taste profiles , and other potential changes .
Welcome to Moe ’ s ! Moe ’ s Southwest Grill currently has more than 650 franchised locations in the U . S ., spread across 39 states . This summer , Moe ’ s launched a new loyalty program called Rockin ’ Rewards . The goal was to create a single , unified app and loyalty program , making it easier for customers to earn and redeem points , order online , receive promotions and special offers , refer friends , engage online with the brand , and participate in surveys and provide feedback , says Alan Magee , Moe ’ s director of brand marketing .
The brand connects with customers on more than half a dozen platforms , including Vine , Instagram , Snapchat , Facebook , Twitter , YouTube , and Google +. “ That ’ s where our customers are ,” say Magee . Each channel or platform requires a different communication strategy with different messages and purposes , he says .
The new app is part of Moe ’ s strategy to engage brand fans on a deeper level , says Magee . “ It ’ s not only the basics of loyalty and redeeming points , but how can we add to their experience ,” whether in-store or online .
One new in-store experience being rolled out this quarter is adding an augmented reality feature to the new app . Inside the restaurants , Moe ’ s customers will be able to log in to the app , hold their phone up to original wall art called Rockscapes , press a button , and watch the poster “ come alive ” with movement
and music , says Magee . The six musically themed Rockscape posters commemorate a different memorable moment in rock history — and were made using real food items . At first only one piece of art will come digitally alive , with the rest staged in next year .
While the Pokémon Go craze prepared the general public for augmented reality , Moe ’ s started planning this about a year ago . “ Pokémon came along and amplified AR , but we already were pretty well down the road ,” says Magee . Welcome to AR !
Franchisees and LSM Before launching the new app , Moe ’ s engaged a committee of franchisees early in the process . Moe ’ s also tested it with franchisees in selected markets and tweaked it before rolling it out nationwide . In general , he says , franchisees responded positively . Corporate worked with franchisees to show them how to use the app and involve their crews to engage with local fans and show them how to earn and redeem points .
At the store level ,
Alan Magee franchisees can offer promotions through the app , another way to get them involved in local store marketing . After a customer downloads the app , they can choose their favorite store and receive local offers , such as double points all week , or come in at a certain time of day and get 50 percent off an entrée .
BW & R also is focusing on boosting local store marketing efforts . At their annual conference , a panel presented local marketing activities that are working for its franchisees . The brand also is starting a monthly blog that showcases franchisees using local store marketing effectively , as well as an “ LSM toolbox ” to educate operators about other programs implemented by franchisees , showing them not only the strategy , but how to execute it in their own stores . Larger , multi-unit franchisees , says Matheson , can afford to hire their own resources and marketing teams .
Both brands have implemented a centralized , national strategy for their websites and social media channels , with room for franchisees to customize for their local markets . “ When I started here , I had heart palpitations when I saw that everyone had their own page . My first reaction was to shut them down and have a national page ,” she says . Since then , “ I ’ ve come to understand the importance of franchisees
Getting Franchisees To Play
A common problem for brands is convincing franchisees to participate in local marketing efforts and campaigns . Is their time worth it ? Can they follow through and do it consistently over time ? Respond to negative online reviews , or even positive ones ? Keep their local website or Facebook page current ?
BW & R works hard to solve these problems through training intended to help its operators understand the importance of maintaining a strong digital presence . A session on social media at its annual conference walked attendees through the benefits and reasons to be active on Facebook — from brand building to how it will boost sales by driving customers into their stores , as well as where Facebook is going so they can keep up .
There ’ s also basic training on the 80 / 20 rule ( see main article ), how to take photos for posting online , how to respond to comments , and making sure franchisees have assigned someone to do local store marketing . Looking ahead , she says national messages will be pushed out to local pages . “ Today we let them opt in and determine local content ,” says Matheson . In addition , she says , “ We are starting to deploy some field marketing associates to partner with stores and help them .”
Some franchisees get LSM and digital , especially multi-unit owners , she says , and they ’ re very successful at it . However , she adds , “ It ’ s always a work in progress .” In the hustle and bustle of everyday firefighting , “ They forget LSM is something they have to keep doing . It ’ s never-ending . We want to move the ‘ goods ’ to ‘ great .’” One way to make this easier , she adds , is to build this question into the vetting process ( if it ’ s not already there ) with new candidates : Do they have the ability to do LSM ?
MULTI-UNIT FRANCHISEE ISSUE IV , 2016 57
nine months out. The brand’s Club ’84 is a loyalty program, not a points program, but it does offer benefits and keeps customers connected to the company. “It’s an opportunity for us to keep our guests informed about the brand,” says Matheson, through offers on birthdays and anniversaries, as well as through previews of LTOs and menus, VIP parties, special offers, and “insider” information that makes them feel special, and closer to the brand. Club members also have participated in consumer research such as menu development and providing feedback on food presentation, taste profiles, and other potential changes. Welcome to Moe’s! Moe’s Southwest Grill currently has more than 650 franchised locations in the U.S., spread across 39 states. This summer, Moe’s launched a new loyalty program called Rockin’ Rewards. The goal was to create a single, unified app and loyalty program, making it easier for customers to earn and redeem points, order online, receive promotions and special offers, refer friends, engage online with the brand, and participate in surveys and provide feedback, says Alan Magee, Moe’s director of brand marketing. The brand connects with customers on more than half a dozen platforms, including Vine, Instagram, Snapchat, Facebook, Twitter, YouTube, and Google+. “That’s where our customers are,” say Magee. Each channel or platform requires a different communication strategy with different messages and purposes, he says. The new app is part of Moe’s strategy to engage brand fans on a deeper level, says Magee. “It’s not only the basics of loyalty and redeeming points, but how can we add to their experience,” whether in-store or online. One new in-store experience being rolled out this quarter is adding an augmented reality feature to the new app. Inside the restaurants, Moe’s customers will be able to log in to the app, hold their phone up to original wall art called Rockscapes, press a button, and watch the poster “come alive” with movement and music, says Magee. The six musically themed Rockscape posters commemorate a different memorable moment in rock history—and were made using real food items. At first only one piece of art will come digitally alive, with the rest staged in next year. While the Pokémon Go craze prepared the general public for augmented reality, Moe’s started planning this about a year ago. “Pokémon came along and amplified AR, but we already were pretty well down the road,” says Magee. Welcome to AR! Franchisees and LSM Before launching the new app, Moe’s engaged a committee of franchisees early in the process. Moe’s also tested it with franchisees in selected markets and tweaked it before rolling it out nationwide. In general, he says, franchisees responded positively. Corporate worked with franchisees to show them how to use the app and involve their crews to engage with local fans and show them how to earn and redeem points. At the store level, Alan Magee franchisees can offer promotions through the app, another way to get them involved in local store marketing. After a customer downloads the app, they can choo ͔ѡ)ٽɥєѽɔɕ̰ٔՍ)́Չ́ݕȁ)хѥ䁅Ѐɍ)) \Hͼ́ͥѥ)ѽɔɭѥ̸Ёѡ)Յɕɕ͕ѕ)ɭѥѥ٥ѥ́ѡЁɔݽɭȁ́Ʌ̸͕QɅͼ)хѥѡ䁉ѡЁ͡ݍ͕)Ʌ͕́ͥѽɔɭѥ)ѥٕ䰁́ݕ́q1M4ѽtѼ)ՍєɅѽ́ЁѡȁɽɅ)ѕ䁙Ʌ͕̰͡ݥ)ѡЁѡɅѕ䰁Ё܁Ѽ)ᕍєЁѡȁݸѽɕ̸1ɝȰ)ձѤչЁɅ͕̰́ͅ5ѡͽ)ɐѼɔѡȁݸɕͽɍ)ɭѥѕ̸) ѠɅ́ٔѕɅ镐ѥɅѕ䁙ȁѡȁݕͥѕ)ͽ̰ݥѠɽ)Ʌ͕́Ѽѽ锁ȁѡȁ(($()՘}ͽذܰ()ɭ̸q]$хѕɔ$)хѥ́ݡ$ͅ܁ѡЁٕ役)ѡȁݸ5䁙Ёɕѥ݅)Ѽ͡Ёѡݸٔѥ)t̸͡ͅMѡq'eٔѼ)չхѡхɅ͕()ѥɅ͕)QA)ɽȁɅ́́٥Ʌ͕́Ѽѥєɭѥ̸́)%́ѡȁѥݽѠ ѡ䁙)ѡɽ՝Ёͥѕѱ䁽ٕȁѥ)IѼѥٔɕ٥̰)ȁٕͥѥٔ-ѡȁݕͥєȁɕ) \Hݽɭ́ɐѼͽٔѡ͔)ɽ́ѡɽ՝Ʌѕ)Ѽ́Ʌѽ́չхѡ)ххɽ)хɕ͕͕ͥͽ)Ё́Յɕ݅)ѕ́ѡɽ՝ѡ́ɕͽ́ѼѥٔQɽ)ɅեѼ܁ЁݥЁͅ)䁑ɥ٥ѽ́Ѽѡȁѽɕ̰)́ݕ́ݡɔ́ͼ)ѡ䁍)QɗéͼͥɅѡ(ձ͕ѥ܁Ѽ)хѽ́ȁѥ)ѼɕѼ̰)ɔɅ͕́ٔͥͽ)Ѽѽɔɭѥ1)́͡ͅѥ́ͅݥ)͡ЁѼ̸qQ)ݔЁѡЁѕɵ)ѕгt́ͅ5ѡͽ%ѥ͡)̰ͅq]ɔхѥѼͽ)ɭѥͽѕ́Ѽѹ)ݥѠѽɕ́ѡt)MɅ͕́Ё1M4)х䁵ձѤչЁݹ̰)̰͡ͅѡeɔٕՍ͙հ)Ёи!ݕٕȰ̰͡q%ӊé݅)ݽɬɽɕ̻t%ѡѱ)ѱٕ呅䁙ɕѥqQ)ɝЁ1M4́ͽѡѡ䁡ٔ)Ѽ%ӊéٕȵ])݅ЁѼٔѡaϊdѼaɕлgt)=݅Ѽѡ́ͥȰ̰͡)́Ѽեѡ́ՕѥѼѡٕѥɽ̀ӊéЁɕѡɔ)ݥѠ܁ѕѡ䁡ٔѡ)Ѽ1M4()5U1Q$U9%PI9 !%M%LLT%X(( (((ܼ؀ԁA4((0