The Quaker Steak & Lube® Franchising Blog

Driving Customer Loyalty and Franchisee Success with Guest Rewards Program

Driving Customer Loyalty and Franchisee Success with Guest Rewards Program

Rewards programs are central to maintaining a loyal guest base. Restaurant concepts that can continuously grow and maintain loyal customers generally experience the most satisfied franchisees, who feel positive about their investment. Quaker Steak & Lube’s® rewards program, called Revved-Up Rewards, is boosting franchise owners’ continued success by driving guest counts that include repeat and new customers.  

Revved-Up Rewards helps Quaker Steak & Lube restaurants to remain relevant with consumers and compete with its primary competitors. To accomplish this, the program, accessible through both a website and a mobile app, is compelling and outshines what other full-serve restaurants are doing.

Give Them What They Want

Prior to launching Revved-up Rewards, Quaker Steak & Lube tested a rewards program at its company-owned restaurants. The test program was a tiered, point-based system. When guests reached a new tier based on the points they accrued, they would receive a reward. But the program had a ceiling, which limited what guests could earn with their points for the remainder of that year. Adjustments were needed. Quaker Steak & Lube analyzed what worked and what presented challenges, and observed what other full-service restaurant franchises were doing with their rewards programs. The new Revved-up Rewards needed to be easy for guests to understand, with a simple reward and redemption concept that presented continuous value in order to keep them engaged. It also needed to be easy for members to sign up, as well as access and manage their rewards accounts.

In the new Revved-up Rewards format, one point represents a value of $1 spent at a Quaker Steak & Lube restaurant, and every time a member earns 200 points they receive a free entrée. There’s no limit to the number of entrées guests can earn every year, and they earn points as quickly as they like. Guests can sign up to be a rewards member on the Quaker Steak & Lube website or download the free mobile app available for Android® and Apple® devices. The program is cardless, allowing guests to simply provide a phone number in restaurants when earning and redeeming. Plastic membership cards are available in restaurants for those who opt to have one. Quaker Steak focuses on making every guest visit an amazing experience that hinges on top-quality food. Quality food and service bring guests in the door. The Revved-up Rewards program incentivizes guests to keep coming back. 

Don’t Wait!

To help engage guests in the program quickly, the 60 Mile-Per-Hour Club was developed within Revved-up Rewards. Once a member registers and initially earns 60 points, which can easily be achieved in their first or second restaurant visit, they receive a free appetizer. Hitting the 60-point mark also unlocks additional benefits for as long as the guest remains an active member of the program, including a free birthday dessert and 15 bonus points on their half birthday. Earned rewards are automatically added to the rewards wallet.

To ensure consideration of all types of restaurants guests, Quaker Steak & Lube added a frequency bonus to the rewards program. There is a segment of customers who come in after work from a couple times a week to a few times a month for a drink or an appetizer. To show these guests that their visit frequency is valued as much as the dollars spent, they receive bonus points when they visit and make a food (or non-alcoholic beverage) purchase four times within a four week period.

Guests who download and use the Revved-up Rewards mobile app will also be informed about new menu items, limited time offers, holiday specials and much more – keeping Quaker Steak & Lube top of mind for them and driving incremental visits.  

Franchisees are Also Rewarded

Higher revenue thanks to growing guest counts is an obvious potential boon for franchise owners. But so is simplicity of use.

For example, restaurant servers simply tap a rewards button on the POS screen when ringing up checks for program members. For members asking how many points they have when they visit a Quaker Steak & Lube restaurant, servers can either swipe the rewards card or type in the member’s phone number to pull up points totals.

While guests can earn and redeem points nationwide at participating Quaker Steak & Lube restaurants, franchise owners can rest assured that the Revved-up Rewards program is structured to be an equitable system in terms of the back end accounting of issued and redeemed points.

The goal is not only to retain Quaker Steak & Lube’s loyal guest base, but to grow it as well. If guests are already active, they will intrinsically benefit from the Revved-up Rewards program. However, there’s a compelling message for new guest acquisition, too. With strategically placed marketing messaging through search and display ads on social media, advertising on digital radio, video on cable channels and YouTube among other dissemination avenues, the rewards program will help drive in people who have not yet tried Quaker Steak & Lube.

To learn more about other ways Quaker Steak & Lube supports its franchisees, get started by filling out a franchise application.