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Secrets To Successful Quick Service Retail Marketing In 2021

The Quick Service Retail (QSR), restaurant and hospitality industries saw their storefront business go from unprecedented growth to a complete stand-still in a matter of weeks, due to social distancing measures to stop the spread of COVID-19.

The year of 2020 is likely to be one of the most innovative milestones for restaurants, QSRs and the hospitality industry. In a matter of weeks, the primary ordering channels shifted from in-store customer experiences to online. Brands and businesses who quickly adopted, experienced and saw the opportunities of a connected digital marketing approach to engaging their local market customers.

Edley’s BBQ saw an opportunity in streamlining in-store and digital customer experiences regardless of ordering channel. With GoGoGuest WiFi marketing already in use across all of the Edley’s locations, a connected customer experience is the next step forward.

High-Performing QSR Marketing You Need To Implement ASAP

In-store experiences that integrate with a customer's digital journey pays off for Edley's Restaurant Group, a leading and innovative QSR brand based in Nashville, TN.

Nashville, TN is home to Vanderbilt University and home to popular country music live venues and events. 16.1 million tourists visited Nashville in 2019, an increase over the previous record of 15.2 million tourists in 2018, according to the Nashville Convention and Visitors Corporation.

The pandemic wiped a big chunk of the revenue for restaurants, hospitality, QSRs and event businesses. Businesses like Edley’s BBQ, a fast-growing QSR brand had to quickly turn their attention on engaging and connecting with Nashville’s local population of 678, 448, the 23rd largest city in the United States.

QSR Customer Photo: Edley's BBQ Nashville Style Whole Butt
Edley's BBQ, Nashville Style Whole Pork Butt

The challenge:

  • Building awareness around online ordering channels.
  • Designing a safety first storefront environment.
  • Dinner packages and meals for a family of one, 10 or more.
  • Investing in first-party delivery vs. relying on third-party delivery partner.
  • Introducing a customer loyalty program designed for Edley’s hungriest fans.

“With over 25K subscribers aggregated across our WiFi marketing, POS and third-party apps, it was perfect time to invigorate our email marketing strategy. GoGoGuest made our shift super easy."

Mark Harvey, Creative Manager, Edley's Bar-B-Que, Nashville, TN Tweet

How GoGoGuest helps:

In response to the pandemic, Edley’s BBQ worked closely with GoGoGuest to launch an full-cycle digital marketing strategy. This includes, WiFi marketing, email marketing, SMS marketing, web marketing and our customer loyalty program.

Elevating your customer experience in any ordering channel starts with your customer data. Since Edley’s is a GoGoGuest WiFi marketing customer, it was super easy to add new integrations including Toast POS system and other third-party delivery apps. 

This meant, all their customer profiles are in one place and seamlessly updated with new information from each of their favorite  systems. A secret to successful QSR marketing always starts with your customer data.

The solution:      

 

  • GoGoGuest provides a full-cycle on-demand customer engagement and loyalty solution for all the brands in Edley’s BBQ Restaurant Group. 
  • Implementation, launch and maintenance are part of our partnership.
  • Plan, program and implement an email marketing strategy and customer loyalty program.

“We rely 100% on GoGoGuest for our customer marketing solutions and strategy. The product platform combined with their solution centric approach and focus on customer success is bar none."

Mark Harvey, Creative Manager, Edley's Bar-B-Que, Nashville, TN Tweet

See what is possible.

Talk to sales.

The results:

GoGoGuest first implemented a WiFi marketing strategy for all the brands that are part of Edley’s Bar-B-Que Restaurant Group. Customer acquisition was a big focus for Edley’s in 2019. This first step grew Edley’s permission based and active customer list by 15K.

With a successful in-store customer acquisition strategy, the Edley’s team wanted to step up their customer marketing through a combination of  email marketing and social media strategy. In the early days of the pandemic this proved to be an efficient and effective approach generating 80% of revenue and an increase of 48% AOV.

  • Since partnering with GoGoGuest, Edley’s Bar-B-Que Restaurant Group active customer list has grown over 25K.
  • Maintaining local email customer engagement at 86%, as COVID-19 restrictions relax in Nashville, tourist focused customer engagement is up by 32%.
  • Edley’s hungriest fans love their dinner packages with easy online ordering and free delivery through Edley’s first party delivery channel.
  • The Smoker’s Club gives Edley’s customers the opportunity to earn Points on their favorite Edley’s menu items then reap Rewards. The customer loyalty program is easy and unique as it uses historical purchase data from Toast POS. The GoGoGuest platform offers brands with plenty of room for flexibility when it comes to managing rules, Points and Reward. 
  • Customer engagement is part of growing customer loyalty. With smart email and SMS segmentations and automations, Edley’s is able to easily add ad-hoc Points depending on a customer’s loyalty Membership tier.

What is next: 

  • Iterate on the next phase of the customer loyalty program.
  • Roll-out a unique customer loyalty program for Pancho’s & Lefty’s 
  • Continue to find new ways to personalize and elevate a more connected customer experience. 
Video Attention Covers-Where Restaurant Brands Grow

Next Steps

Don’t take our word for it. We encourage you to dive in and dig deeper. Have you read The Customer Engagement Playbook? Produced by the GoGoGuest team, it offers actionable next steps and best practices on how to implement these actionable full cycle marketing tips from creating awareness, customer engagement to growing customer loyalty that drive value.

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