Brief:
- Paris Baguette, the bakery chain that plans to open 1,000 locations in the United States, released a mobile app that lets customers place orders and earn rewards for each purchase. Customers earn a point for each dollar spent on the app and receive a free pastry after accruing 50 points, per an announcement shared with Mobile Marketer.
- To promote the launch, Paris Baguette is offering a free coffee or tea to customers who place their first order though the app. Customers can sign up for the loyalty program using an email address or their Facebook account. Paris Baguette will award 10 points to customers who sign up through Facebook.
- The Paris Baguette app also will notify customers when they're eligible for treats on special occasions including birthdays and holidays. The app, which was developed with the help of digital marketing company Punchh, is available for free download from Apple's App Store or Google Play.
Insight:
Paris Baguette's mobile app is an important way to connect with customers and to cultivate loyalty by offering reward and special bonuses that urge them to order through the app and visit stores. The chain operates or franchises more than 3,500 locations worldwide, with roots in Seoul, South Korea, going back to the 1940s. As the company expands from its current 77 locations in the United States — mostly concentrated in California and New York — Paris Baguette can promote store openings through the app and navigate customers to nearby locations. The company aims to have 1,000 U.S. restaurants by 2020, per Fast Casual.
Paris Baguette's app arrives as 81% of restaurant brands have adopted digital ordering and food pick-up in the past two years, according to researcher GartnerL2. An app lets restaurants gather more information about their customers and support marketing efforts, including customized offers. The adoption of mobile apps has transformed the customer experience and restaurant operations including preparation and fulfillment, per Deloitte Digital. The consulting firm's research showed that 40% percent of consumers prefer to order food online. Customers who order food online also tend to spend more than they do in-store. Diners spend 13% more at fast-casual chains like Paris Baguette and 26% percent more at fast-food restaurants while ordering online. Consumers also are receptive to digital promotions from restaurants. Forty percent of consumers said that they wanted to hear from a restaurant at least once a month, with 80% interested in receiving discounts and special offers and another 34% looking for personalized messages.
Paris Baguette is among the restaurant chains that are working to reach the next generation of customers with a mobile app and loyalty program. Chipotle Mexican Grill this month expanded its Chipotle Rewards loyalty program nationwide after testing the program in select cities. Starbucks has made its mobile app a central part of its successful loyalty program and transaction capabilities. Pizza Hut also updated its Hut Rewards to let members for the first time earn points for in-store purchases as the pizza chain tries to drive foot traffic into restaurants.
