We were tasked with launching a new loyalty program for IHOP with the intention to increase average number of yearly restaurant trips taken by consumers from 3 to 6. We did this by reinforcing the need to be a member every time a customer walked into an IHOP. We carved out space on table tents, window clings, floor displays and table stickers for the loyalty program, and added loyalty messaging into our organic social strategy on a monthly basis.
The loyalty program now counts 8 million people only 2 years in, and those members visit on average nearly twice as much as non-members and spend about 5% more.
Making this a new focus for both in-restaurant messaging and online content, we were able to drive more foot traffic and also help generate more brand loyalty for an already beloved brand.
On paid social we took a retro gamified approach to both help attract a younger generation of customers, while not alienating our current customer.
