Member Article

Cabana launches new loyalty scheme with Coniq

Cabana, the modern Rio street food group, has launched a loyalty scheme with Coniq, the leading European loyalty programme provider for shopping centres and hospitality outlets.

Since launching in 2011, with the concurrent opening of two restaurants in London’s Westfield Stratford and Central Saint Giles developments, Cabana’s relaxed South American dining concept – famous for its flame-grilled skewers – has undergone significant growth. The brand now boasts 10 outlets across the UK’s leading shopping centres and retail developments, with an 11th site due to open in Southampton before the end of 2016.

Looking to underpin its growth strategy, Cabana sought to gain more insight in to their customers and better tailor their marketing and CRM (Customer Relationship Management) programmes to drive increased visits to their restaurants via the new loyalty solution.

Having used Coniq’s CRM system since 2012, Cabana regularly communicate with their customers providing email offers through the platform, which provides real-time visibility of the uptake on each offer sent to Cabana’s database.

The new data-driven loyalty programme delivered by Coniq further rewards Cabana’s most loyalty customers, enabling it to incentivise existing customers and recruit new members to the Cabana Club Card. This will enable Cabana to better understand its customers in its restaurants by tracking their journey from online and mobile channels using unique tracking codes.

Via a built-in automated communication programme, the Cabana Club loyalty scheme will offer a monthly changing reward reflecting seasonal and cultural events. The rewards will be redeemable all month long, meaning every time a Cabana Club member visits one of Cabana’s restaurants they will be rewarded.

Lizzy Barber, Head of Marketing at Cabana, said: “We have spent a great deal of time assessing a solution that was both appealing to our customers and yet easy to understand and use both from a customer and staff perspective. At Cabana, we promote an ethos of surprising and delighting our customers, and so a loyalty scheme which rewarded regular customers seemed a natural fit.”

“The Cabana Club Card will give us a greater level of insight into our customers, enabling us to make their brand encounter at each touchpoint much more personal, so we can continue to meet and exceed their expectations each time they visit,” Barber concluded.

Ben Chesser, founder and CEO of Coniq, said: “Forward thinking hospitality brands are looking to loyalty schemes to add value for their customers and enhance experiences; our recent research shows that diners are twice as likely to visit if they are members of a loyalty scheme. We look forward to providing Cabana with the platform and actionable data that will enable them to deliver increased engagement, and help them drive more visits and, ultimately, sales across their UK restaurants.”

The roll out of the Coniq loyalty scheme will be implemented across all of Cabana’s restaurant estate in September 2016.

This was posted in Bdaily's Members' News section by Chelsea Reay .