I love taking my kids to the supermarket. First, it’s something to do. Second, I like having them have a say in what we buy, and exploring new ingredients and items together. Third, I’m teaching my BOYS that shopping is not just for women. And if you happen to live near me in NJ and see 2 boys running rogue and a mom chasing them, it’s not because they are wild, but because we play our own game of “Supermarket Sweep” for fun (and pro tip… sending your kids to different aisles racing to find items cuts down your supermarket time significantly).
Last week, my older son grabbed the receipt as we were leaving. (Usually my little guy takes it and uses it for his pretend kitchen play at home.) On the way home, he noticed on the back of the receipt there was a coupon for a free croissant at his favorite local bakery! We then obviously took a detour home to redeem our coupon.
I’ve shared this before here on my POV, but I’m a total loyalty sucker! Extra points if I order on Wednesdays? I’m in. Free dessert I don’t need if I spend $5 more? Definitely. Discount for a national food holiday? Duh (and that’s taking a page out of my own playbook). Double points today only? (Are you reading my mind??)
But what do these all have in common? Every one of these loyalty rewards and points was pushed to me via text, my apps, or email. Yet an offer for a free croissant (and also free bagels, coffee, and donuts) from my local neighborhood spots has been RIGHT in front of me this entire time on my weekly supermarket trip and I didn’t even notice. Shame on me?!?
The advancement in tech within restaurants has, no doubt, been a fantastic thing. For years, restaurants were late adopters to the digital phenomenon, so to see operators embracing tech to simplify, optimize, and grow their operations is a good, no, GREAT thing. I can’t believe it’s taken THIS LONG for US restaurants to finally embrace pay at the table!!! I’m giddy every time a server walks over with a Toast handheld. (And yes, I do take a photo and send it to Kelly Esten and team.)
And restaurant customers are embracing it too. BUT with all the automation we are now used to from tech, are we as customers missing out on the promotions, marketing, and loyalty in the analogue world? Are our heads always down, causing us to miss what is clearly right in front of us, and in our real hands, not just our phones???
While writing this, I opened my wallet. I have several loyalty punch cards collecting dust. I forgot I am one pedicure away from a free pedi! And 2 more car washes until I get a free wash! (Ooh, it’s the business card for the GM at Torrisi… now I know where I’m making my next girls dinner reservation!) A free dessert from my local diner. My next baker’s dozen bagel upgrade. And a Big Daddy’s punch card.
Big Daddy’s was one of Branded Restaurants’ former NYC classic diners. And one of my roles was managing the loyalty program, including the punch cards. I loved buying fun hole punchers, designing new cards, and creating the loyalty promotions. Small little details, but a big impact. I think we were redeeming close to 50 free milkshakes a week. Guests cared about getting their free shake.
I remember when Schatzy and I started testing digital punch cards. Our managers were annoyed, our servers rolled their eyes, and guests demanded we bring back the punch card. And we did. I’m sure if Big Daddy’s was still around, we would have fully embraced the digital loyalty card, but we wouldn’t have said no to anyone who still had a Big Daddy’s punch in their wallet.
So what’s my point here? Tech has most certainly optimized the loyalty experience, made it super easy to reach guests, and given operators data behind the punch. But there are still many local shops that proudly own their small business marketing programs. Mom and pops that want to focus on their neighborhood roots, not on building a big tech stack. So while I might not get push notifications from these places, I definitely need to keep my eyes open for the promotions hiding in plain sight.
Sometimes the best rewards aren’t pushed to you, they’re discovered. Just like that free croissant, sitting quietly on the back of a receipt, waiting for a kid who actually looked up, paid attention, and turned a regular supermarket run into a little unexpected win.
