Would your guests subscribe to you?
As restaurants look for new ways to boost guest loyalty and ensure steady traffic in 2022, subscription offers have become more commonplace. Brands including Panera, Pret A Manager and Taco Bell have all extended subscription offers to guests – and now Sweetgreen is testing a $10 subscription offer that allows guests to get $3 off their orders within 30 days of their subscription purchase. Forbes reports that the offer is the latest phase of Sweetgreen’s initial loyalty program, launched over five years ago, which rewarded customers with $9 in credit for every $99 they spent in restaurants or on the app -- a program more akin to the punch-card loyalty programs of the past. Subscription offers are worth considering because they may keep a brand more front-of-mind for guests at a time when restaurants need the assurance of steady traffic. Each month, the guest is reminded that there is value in returning to you. At the same time, each of their return visits can yield helpful data that allows your business to craft future offers to that guest – data you would not have if you simply issue a blanket discount after the guest reaches a purchasing threshold not connected to details about their past purchasing behavior. What items on your menu tend to bring customers back? Does your coffee attract people on their morning commute? Does your soup-and-sandwich combo generate reliable lunchtime traffic? Or perhaps there are profitable parts of your menu that you’d like guests to support more steadily. These could all be areas worth testing with a subscription offer.
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