Friday’s: Good Digital Marketing, Great Customer Service
I went to a Friday’s Restaurant in Wayne NJ last night to get something to eat. It was passed 10PM so I was going there for the Half-Price appetizers. However, while I was over there, I realized that I had received a “25% off your entire meal” coupon from Friday’s earlier that day. So I get my phone out and start searching for it. I find the email and when I opened it, all I can see is text and URLs. One of the links though, had the words “Click here to print” adjacent to it. I did and I was directed to an HTML page where the coupon was displayed as clear as a California summer day. See below:
Now, the question was: “Would they allow me to use this coupon even though is not printed on paper?”
When my waiter came by, I timidly showed him the coupon and asked if we would be able to use it. He said, “sure!” This changed everything.
Because of this flexibility, we decided to have full entrees instead of appetizers. Additionally, even though the discount did not included alcohol, we decided to get some beers to wash down the full meals. At the end, Friday’s came up on top. instead of spending $15 on appetizers and soft drinks, we spent $31 on entrees and beers – a difference of $16!
Some of you might think that this is minuscule, however, that’s a 106% difference in what were going to spend and what we actually spent!
Want another example of the impact something like this can have on Friday’s bottom line? Multiply what we actually spent times Friday’s Facabook friends (520,594), then multiply what we had planned to spend times Friday’s Facabook friends; now subtract the total amount from the first operation as seen below:
(31 * 520,594) – (15 * 520,594) = X
(16,138,414) – (7,808,910) = $8,329,504 <– This is the WOW Factor!
This shows that digital marketing campaigns can only be as effective as the company personnel that will be interacting with customers that show up with coupons, not in their pockets, but in their phones. If my waiter had said, “sorry but I need you to kill some trees and waste some of that expensive ink and bring me a printed coupon,” we would had stay on course, order appetizers and soft drinks; but the biggest lost for Friday’s would had been that this would change my perception of Friday’s as a relaxed and fun place to have a meal. This experience has actually enforced it and I will be back.