ALEXANDRIA, Va. — Fishbowl, a full-service marketing company for the hospitality industry, announced in a news release that Metromedia Restaurant Group has rolled out Fishbowl's Guest Loyalty relationship marketing program in all four of the MRG chain brands.
Fishbowl rolled out the Guest Loyalty program to the 540+ corporate and franchise locations of Ponderosa, Bonanza, Steak and Ale, and Bennigan's over a 2-year period.
At 64 Steak and Ale locations, enrollment kiosks enable diners to enroll in the Preferred Guest List. After sign up, members receive the Guest Loyalty program e-mails including welcome messages, special promotions, and member discounts. The enrollment kiosk is a self-running tool that significantly increases membership as a complement or alternative to traditional paper-based list collection done by servers at tableside. Steak and Ale experiences a higher redemption rate from its e-mail promotions than other forms of marketing.
"We believe that the kiosks help generate a higher redemption rate because they establish another connection point with the guest," Wendy Bateman, director of marketing said. "If a guest takes the initiative to submit information at the kiosk, they are more likely to open, read, and act upon the e-mail they receive."
