Customers at MOOYAH Burgers, Fries & Shakes wanted more from their favorite place to eat. They told company officials what they wanted and, as a result, there is a new mobile app aimed at engaging customers and building customer loyalty.
Founded in 2007, the Plano, TX-based company serves fresh, lean American beef, all-natural Jennie-O® turkey burgers, black bean veggie burgers, buns baked in house daily, real cheeses, and toppings made from garden-fresh veggies.
Loyalty360 caught up with Natalie Anderson Liu, Director of Marketing for MOOYAH Burgers, Fries & Shakes, to learn more about this mobile app launch.
What factors prompted the launch of the MOOYAH Rewards App?
The MOOYAH Rewards App was driven by our guests. They wanted a way to earn rewards so we designed this program to benefit them in every way. They get points for every purchase, not just some items, and they can redeem those points for any food items, not just for specific items that MOOYAH chooses. The points never expire and we even reward them for sharing the app with their friends.
Did customer feedback play a role and, if so, in what way?
Absolutely. Our guests across the country asked for ways to earn rewards so we built this app for them.
What are your goals for the mobile loyalty app from a customer engagement/customer experience/customer loyalty perspective?
Our first goal is to make sure all our guests are aware of the MOOYAH Rewards App. Then we want to get as many guests earning points as possible by using the app regularly. Then comes the fun part. Since our app is fully integrated with our point-of-sale system and our online ordering platform, we are able to message guests based on their visit frequency and what they often order from us. This allows us to be extremely relevant and valuable with our communications. Ultimately, our guests benefit by getting more value on the items they love, and our franchise partners benefit by seeing higher frequency and guest check.
It also seems as if this will give you a better picture of the actual customer journey?
The data we receive through this app is extremely valuable. We’re now able to see the average visit frequency as well as analyze the purchase cycle—something we’ve never been able to do this accurately before. We are also able to compare both guests using the MOOYAH Rewards App and guests not using the rewards program. Our data portal reports these two groups in real time, allowing us to compare the check lift and many other metrics, proving that this program really does work to increase loyalty from our guests.
How do you define customer loyalty and has that definition changed or evolved in recent years?
That’s an interesting question. We look at loyalty across a spectrum of transitioning someone from a Stranger to an Acquaintance, from an Acquaintance to a Friend, and from a Friend to a Lover. A guest who loves MOOYAH is much more likely to be a brand advocate than someone who is merely an Acquaintance or Friend. With our MOOYAH Rewards App, we will be able to put that theory to the test by comparing frequency and referrals through the app. We will be able to analyze our most loyal guests and actually reach out to them with freebies and the special recognition they deserve.
At MOOYAH Burgers, Fries & Shakes, what are you most proud of?
We’re most proud when we make our guests smile. Fully delivering the MOOYAH experience means guests don’t leave without a smile on their faces. When we see those smiles, we know we’ve done our jobs and that makes us feel proud.