Restaurant loyalty programs are an effective way to keep customers coming back. But it can be difficult to find the right balance when communicating with your loyal customers. Too much engagement can feel overwhelming for customers, but not enough engagement can lead to missed sales opportunities.
Bitly helps restaurants test, track, and refine loyalty program communications for the perfect amount of engagement. Bitly’s tools support your marketing strategy across multiple channels, including physical touchpoints, email, SMS, and in-app messaging. Here’s why engagement cadence is so important for restaurant loyalty programs and how Bitly can help you refine it.
Note: The brands and examples discussed below were found during our online research for this article.
Why engagement frequency makes or breaks restaurant loyalty
Loyalty programs improve restaurant customer experiences by offering rewards and special offers to frequent customers. You’ll need to engage with loyalty program members on a regular basis to let them know about new offers and keep them coming back.
If your engagement frequency is too low, your existing customers may forget about the loyalty program. But if your engagement frequency is too high, customers could feel bombarded and opt out of receiving messages from you. In fact, 69% of people who opt out of email campaigns do so because they have received too many messages from that brand.
Finding the right loyalty cadence will help with customer retention and overall satisfaction with your rewards program. However, the ideal marketing cadence will vary between restaurants based on factors like the type of restaurant, the marketing channels you use, and the structure of your loyalty program.
What to consider when setting engagement cadence
The right engagement cadence will look different for every brand. Here’s what to consider when planning loyalty program marketing for your restaurant.
Customer frequency and dining habits
The first thing to consider is how often a loyal customer would reasonably visit your restaurant. For fine dining restaurants with a high price point, customers are likely to visit only a few times a year as a special night out. Your marketing cadence should reflect these slower visit cycles.
However, for fast-casual and quick-service restaurants, loyal customers may visit more often. For example, many Starbucks customers visit weekly or even daily. Starbucks Rewards members are the most frequent visitors, accounting for 57% of the company’s operating revenue in the United States.
If you run a QSR loyalty program, you’ll need to implement more frequent marketing to keep customers engaged. Frequent messages ensure loyalty members are in the know about new promotions, menu items, and events as soon as they happen.
Loyalty tier and customer lifetime value
Many successful restaurant loyalty programs use multiple tiers based on customer engagement. As customers spend more money and engage with your brand more, they move up into the next tier. The higher the tier they’re in, the more rewards they can earn.
For tiered loyalty programs, you can segment your marketing communications based on the tier the customer is in. High-tier customers visit your restaurant more frequently and will likely expect more frequent communications. Lower-tier customers are occasional visitors who might feel overwhelmed by frequent messages. You can also create a separate tier for new customers to welcome them to the program and build brand loyalty.
Within Bitly, you can add tags to your links and QR Codes for each tier to keep them organized. This helps you compare engagement levels across loyalty tiers.
Channel type and content format
Different marketing channels require different cadences. Instead of a one-size-fits-all approach, tailor your engagement frequency to match the channels you’re using.
For example, SMS messages are best for quick, time-limited offers, such as an exclusive one-day-only promotion. Email and in-app messages can sustain longer or more frequent messages. Your customers can also access hospitality and loyalty perks with QR Codes in-store, which need to be updated periodically.
It will likely take some trial and error to determine how often to communicate with your loyalty reward customers. Bitly Analytics helps you track link activity in these messages to determine which channels are most effective.
How Bitly can help test and track frequency for your loyalty program
By adding Bitly links and QR Codes to your loyalty program marketing, you can test and track different marketing cadences to see what resonates most with your loyalty members. Here’s how it works.
Use Bitly campaigns to compare different cadences
When you send an email or SMS message to your loyalty members, it typically contains links to landing pages or in-app content with information about offers or rewards. Instead of using a traditional link, try using a trackable Bitly link to A/B test different marketing cadences.
For example, you might send half of your audience weekly emails and the other half biweekly emails. Create unique Bitly links for each email cadence and compare click volume over time in Bitly Analytics. This will show you which approach generates more engagement and resonates with your audience.
Segment links by audience or offer type
You can also create unique links for different audience segments, such as VIP guests or new members. By creating separate Bitly links for different types of customers, you can track engagement levels for each group to learn more about their preferences.
Within the Bitly platform, you can add tags to your links and QR Codes for easy campaign tracking. Use specific tags that indicate each link’s audience and cadence, such as “VIP-monthly” or “newuser-weekly.” Tagging your links helps you find what you’re looking for and makes it easy to stay organized.
As you test different strategies, track your link clicks to see what each group responds to. Then, make adjustments to your messaging to better align with customer preferences.
Measure opt-outs or engagement drop-offs
A drop in Bitly link traffic can be an early sign of customer fatigue. For example, you might notice that your click rates drop significantly after sending a specific message. This could indicate that the message didn’t resonate with your audience or that they’re feeling fatigued from too many messages.
Monitor your click and scan metrics on an ongoing basis and keep an eye out for abnormal traffic patterns. Cross-reference this information with opt-out volume in your email or SMS marketing platforms. Catching these issues early gives you a chance to course-correct right away and keep customers engaged.
Example loyalty cadences that work
You can structure your customer loyalty program and schedule your engagement messages in many ways. Here are some effective examples of loyalty program cadences.
Weekly perk reminders with QR Codes on receipts
For fast food chains or casual neighborhood restaurants with frequent menu updates, weekly updates help keep customers engaged and informed. In addition to sending email and text message reminders about new rewards, customers could also access your personalized loyalty program with QR Codes in-store.
When a customer makes a purchase, they’ll receive a paper receipt with a QR Code, which they can scan to access a landing page with rotating weekly offers. These could include free drinks or appetizers, two-for-one deals, or opportunities to earn double reward points. Exclusive weekly offers for rewards members create a sense of excitement and encourage repeat visits to see what’s available.
Bitly QR Codes are dynamic, so you can update the linked URL at any time. This means you can change the linked landing page whenever you need, without having to create a new QR Code or reprint receipts.
You can also track scan volume to see how many customers are interacting with your receipts. In addition to tracking scans over time, you can see scans by city or region, which is helpful for restaurant chains with multiple locations.
Monthly reward previews via branded email links
If weekly communication is too much for your customer base, try sending monthly email updates instead. Monthly emails ensure customers don’t miss the latest limited-time offers but won’t clog up their inbox or feel overwhelming.
In each email, share what loyalty program members can expect for the upcoming month, including perks, discounts, and point-earning opportunities. If you’re launching a new menu item or hosting an event, this is also a great place to share that information.
Include branded short links in each email to connect recipients with your website or app. Use Bitly’s URL shortener to create a custom short domain and custom slugs for each link. Short links save space in emails with character limits, plus they look professional and maintain brand consistency.
Quarterly seasonal campaigns with varied touchpoints
Many restaurants make seasonal menu adjustments. If that’s the case for your business, try aligning your loyalty marketing campaigns with your new menu to create a cohesive customer experience.
Start by creating in-store signage that promotes new menu items and sales, and use QR Codes to increase loyalty program signups. Then, send email and SMS messages with similar messaging to your loyalty program members, including short links to your Bitly Pages or in-app content.
By using multiple channels for your seasonal campaigns, you can compare click and scan volume to see which channels were most effective and generated the most engagement. This valuable customer data can help you fine-tune future quarterly campaigns to maximize engagement levels.
Tier-based engagement paths
If your rewards program has multiple tiers, consider creating separate messaging campaigns for members in each tier. This way, you can tailor the message to the customer behavior and preferences of each group to keep everyone engaged.
Your VIP customers will likely appreciate receiving frequent messages and personalized offers to help them get the most from their dining experience. Lower-tier members may prefer less frequent, yet more impactful messages that update them on the latest deals and menu items.
How to keep timing and content aligned
Many restaurants send loyalty messages on a rigid schedule, regardless of the message’s content. But this schedule might not make sense for the value of the messages you’re sending. Here’s how to align the timing of your messages with the content you’re sending.
Match cadence to message value
The frequency of your loyalty program messages should be directly correlated to the value you’re providing. For example, if you’re offering limited-time free items, this could warrant weekly messages so customers don’t miss out. However, information about menu changes or opportunities to earn bonus points feels less urgent and would be more appropriate in a monthly email.
You can use Bitly Analytics to track click and scan volume for different types of messages and determine which ones work best. For example, if you get consistently high clicks on certain discounts, you can send these offers frequently to keep customers engaged. However, if you notice that clicks drop off after a particular kind of message, try spacing out that message type more to avoid overwhelming customers.
Rotate between reward types and themes
If you repeatedly offer similar rewards, your customers might start to feel bored and stop engaging with your offers. To prevent this, try rotating between different themes and reward types. In general, product discounts are the most popular among customers, with 68% of consumers saying that discounts are the most valuable part of joining a loyalty program. However, sharing the same discounts over and over can get repetitive, so it’s important to switch things up occasionally.
You might alternate between options like early menu access, free desserts, double points, or members-only contests. You can also offer perks tied to the season, current events, or location-specific trends. For example, if a popular artist is hosting a concert near your restaurant, you could offer double points for attendees who dine with you before the show.
Be sure to tag your corresponding Bitly Links by theme or reward type so you can see which offers drive the most clicks. For example, you could use tags like “points,” “freebies,” or “contests.” This way, you can see at a glance which rewards your audience engages with most.
Use Bitly data to spot content fatigue
If you notice declining click and scan rates on a specific type of content, that could be a sign your customers are tired of that offer and want something fresh. Watch for these trends in Bitly Analytics and make adjustments to your marketing strategy as needed. You might need to change the cadence, try new copy or imagery, or rewrite your CTA if this happens.
How Bitly helps you evolve your restaurant loyalty over time
As your restaurant brand grows, your loyalty program should evolve with it. Here’s how Bitly helps you grow your loyalty program over time.
View engagement over time in Bitly Analytics
Bitly Analytics helps you see link and QR Code information at a glance, helping you make data-driven decisions. In Bitly Analytics, you can see scans and clicks over time to pinpoint engagement spikes or drop-offs.
You can tie this information back to changes in your loyalty program marketing to see what’s working and what isn’t. You’ll want to keep an eye on analytics data after seasonal updates, menu changes, or campaign launches. Once you’ve evaluated the data, you can determine whether to increase, pause, or scale back your communication efforts.
Tag and group links by time frame or campaign
As you manage your loyalty program campaigns over time, you could end up creating hundreds of links or QR Codes. Use Bitly’s tagging features to keep them organized and find the engagement data you’re looking for.
When applying tags to your Bitly marketing assets, use clear, consistent naming conventions to prevent confusion. For example, you might label campaigns by season, customer segment, or offer type.
Bitly also supports short links with UTM tags to help you see where your web traffic is coming from, such as an email campaign or SMS message. Note that you’ll need to pair Bitly with external tools like Google Analytics to monitor UTM traffic.
Redirect or edit links based on performance
Bitly links and QR Codes are editable, so you can change their destinations at any time if engagement drops or your marketing strategy changes. For example, you can redirect links from an outdated promotion to a new one. Keeping your links and QR Codes updated ensures that customers aren’t sent to broken, irrelevant, or outdated content.
Monitor channel-specific performance over time
Loyalty program marketing usually happens across multiple channels. With Bitly, you can compare traffic from your email, SMS, and in-person marketing assets to see which one is most effective. To do this, you’ll need to create dedicated links and QR Codes for each channel and use campaign tags or UTM parameters to track them.
Over time, you can shift your focus and your investment into the channels that perform best. For example, if you see more engagement from SMS messages than in-app marketing, you can tailor your marketing spend and adjust your messaging accordingly.
Use link performance to inform content and timing
Short links can tell you what your customers are clicking on and when they’re clicking on it. By creating unique short links for each loyalty program offer or campaign, you can compare marketing strategies to see what resonates most with customers. For example, you might find that your customers respond well to contests and events but are less likely to engage with free items or discounts. This is a sign to rework your loyalty offerings to maximize engagement.
Build restaurant customer loyalty through smarter engagement timing
Marketing your restaurant’s loyalty program is all about finding the right timing. With Bitly, you can measure which marketing cadences are most effective for your customer base, rather than guessing.
By using Bitly Links and QR Codes for restaurants, you can track what your customers are responding to and when they’re engaging with your brand. You can see all this information at a glance in Bitly Analytics and use this helpful customer data to fine-tune your loyalty program strategy.
Keep diners coming back over and over with Bitly—sign up today to get started.
