Taking Care of the Customers Is Key to Ensuring Loyalty

6 Min Read By MRM Staff

At a time when the competition for the guest dollar and loyalty is fierce, it's a challenge to stand out. How can a brand develop a loyalty program that is relevant for a variety of guests?

Modern Restaurant Management (MRM) magazine connected with Christine Ralph, Director of Loyalty for HOA Brands, the parent company of Hooters and Hoots Wings, to discuss all things loyalty. As a former college tennis player, she brings strategic thinking and competitiveness from the court to her role overseeing the loyalty program.

What are the best practices for building a new loyalty program?The first step in building a successful loyalty program is understanding your customers. Hooters has done a great job of creating a community in stores over the past 40 years, and we knew that the foundation of our loyalty program needed to be based on research about our audience, the market and what motivates them to dine at our restaurants. Brands should look to utilize their consumer data and design…