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���)��ٽɥє��ѽɔ�����ɕ���ٔ������������̰��Ս�)�́��Չ��������́����ݕ�����ȁ����������)�����х���ѥ��������䁅�����Ѐ�����ɍ���)��������������) \�H���ͼ��́����ͥ����������ѥ��)�������ѽɔ���ɭ�ѥ���������̸�Ёѡ���)���Յ�������ɕ��������������ɕ͕�ѕ�)��������ɭ�ѥ�����ѥ٥ѥ�́ѡ�Ё�ɔ�ݽɭ������ȁ��́�Ʌ����͕�̸�Q����Ʌ�����ͼ���)�х�ѥ��������ѡ�䁉����ѡ�Ё͡�ݍ�͕�)�Ʌ����͕�́�ͥ����������ѽɔ���ɭ�ѥ��)�����ѥٕ�䰁�́ݕ����́����q1M4�ѽ�����t�Ѽ)��Ս�є����Ʌѽ�́����Ё�ѡ�ȁ�ɽ�Ʌ��)��������ѕ���䁙Ʌ����͕�̰�͡�ݥ��)ѡ�����Ё����ѡ����Ʌѕ�䰁��Ё��܁Ѽ)�ᕍ�є��Ё���ѡ��ȁ�ݸ��ѽɕ̸�1�ɝ�Ȱ)�ձѤ�չ�Ё�Ʌ����͕�̰�ͅ�́5�ѡ�ͽ��)��������ɐ�Ѽ���ɔ�ѡ��ȁ�ݸ�ɕͽ�ɍ��)������ɭ�ѥ���ѕ��̸) �Ѡ��Ʌ��́��ٔ���������ѕ��������Ʌ��镐����ѥ�������Ʌѕ�䁙�ȁѡ��ȁݕ�ͥѕ�)����ͽ������������������̰�ݥѠ�ɽ������)�Ʌ����͕�́Ѽ����ѽ��锁��ȁѡ��ȁ�����(($()��}ͽ�����������ذ�ܰ�������������()��ɭ��̸��q]����$��х�ѕ����ɔ��$����������)�����хѥ��́ݡ���$�ͅ܁ѡ�Ё�ٕ�役�)����ѡ��ȁ�ݸ�������5䁙���Ёɕ��ѥ���݅�)Ѽ�͡�Ёѡ�����ݸ�������ٔ�����ѥ����)������t�͡��ͅ�̸�M�����ѡ�����q'�eٔ������Ѽ)չ����х���ѡ�������х��������Ʌ����͕��()��ѥ���Ʌ����͕��)Q��A���)���������ɽ�������ȁ�Ʌ��́�́���٥�������Ʌ����͕�́Ѽ����ѥ����є������������ɭ�ѥ���������́������������̸)%́ѡ��ȁѥ���ݽ�Ѡ�����
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