As customer preferences and expectations continue to evolve, casual dining restaurants have seen better days. Can brands blame customers (and not just the millennials) for choosing other options, though? Casual dining has become a countertrend. Sitting down at a restaurant can be time consuming, inconvenient, and expensive, especially with seemingly endless alternatives available, such as fast casual chains, meal kits, and third-party delivery options.
Bloomin' Brands, which owns several well-known chains including Carrabba's, Outback Steakhouse, Bonefish Grill, and Fleming's, is rethinking the casual dining experience to meet customers where they are – on their mobile devices, on the go, or in their homes, to remain relevant through quick and seamless experiences. While revamping the overall experience, there also has been a renewed focus and dedication to loyalty and communications – both important components of the facelift.
During this Loyalty Expo session, Michael Stutts, EVP and Chief Customer Officer of Bloomin' Brands, will share his strategy around in-store and digital innovation and creating a more relevant loyalty strategy with the end goal of creating meaningful connections with customers.
Key Takeaways:
- Creating a program that is about more than just dollars off, rewards or freebies, but rather a connection with your customers
- - Importance of developing technology and loyalty strategy side by side
- Dedicating your brand's focus to a handful of key differentiators versus boiling the ocean