How a Sandwich Concept Grew Their Loyalty Membership by 80%
Background QSR magazine recently named Hot Table as one of the hottest startup fast casuals in America. Hot Table is a fast-growing service franchise based in Connecticut and Massachusetts that serves panini, salads and soups. They are known for their incredible customer service and credit their employees for their success. Employees get Sundays off to spend time with family and friends. In their own words, “Panini are what we do, but we’re really about the people we do it for.” Giving back to the communities they serve has been a guiding principle since their first store opened in 2007.
Challenge “We didn’t want to integrate multiple platforms to offer loyalty, ordering and marketing” says John DeVoie, President of Hot Table. Hot Table’s loyalty program “Press Club” was also unique, and they wanted to ensure the loyalty experience was on-brand and seamless. “We had already invested in a great Point of Sale platform in Toast, and wanted a fully integrated digital guest experience platform to complement it.”
“We had already invested in a great Point of Sale platform in Toast, and wanted a fully integrated digital guest experience platform to complement it.”
Solution Incentivio’s CRM, loyalty, ordering and marketing automation platform was selected for its breadth of features and integration with the Toast POS. Hot Table was able to transform their physical punch card into a digital punch card, which enhanced the digital experience and reduced the cost of administering the program. Campaigns like “Two Punch Tuesdays” (where guests can earn double loyalty with every panini) and “Mobile Mondays,” (offered specific rewards for mobile app purchases on Mondays) are popular with guests. They had just what John was looking for – “data-driven insights into how our guests engaged with Hot Table, and the ability to take immediate action based on the data.”
Results The Press Club had been running for years before it was digitized in late 2017. Within eight months, Hot Table was able to grow their loyalty membership by 80%. They also doubled their digital (mobile and web) order volume within this same time frame. “Within a year, we have seen an almost 300% return on our investment in Incentivio. With our cutting edge Point of Sale system in Toast and a comprehensive digital guest experience platform in Incentivio, I think we’re well positioned to continue to thrive in this age of digital disruption in the restaurant industry” – John DeVoie, President of Hot Table. TestimonialIt’s been a pleasure working the team at Incentivio! They helped us transform our customer ordering and loyalty program. We had a number of custom features that we needed that they were able to help us to execute. Highly recommended!