Red Robin Gourmet Burgers’ new loyalty program is about more than just building frequency, said chief marketing officer Susan Lintonsmith. The Red Royalty program, which the 450-unit chain rolled out in January, will help the chain track registered users’ preferences and purchases in order to understand guests better and determine which incentives can drive repeat business efficiently, she said. “We’re hoping to drive sales primarily through traffic gains,” ...
Register to view this article
It’s free but we need to know a little about you to continually improve our content.
Registering allows you to unlock a portion of our premium online content. You can access more in-depth stories and analysis, as well as news not found on any other website or any other media outlet. You also get free eNewsletters, blogs, real-time polls, archives and more.
Attention Print Subscribers: While you have already been granted free access to NRN we ask that you register now. We promise it will only take a few minutes!
Questions about your account or how to access content?