Columbus, Ohio-based BRAVO BRIO Restaurant Group, which includes the BRAVO! Cucina Italiana (BRAVO!) and BRIO Tuscan Grille (BRIO), BRAVO | BRIO restaurants, Monday rolled out the myBRIO and myBRAVO! loyalty rewards cards Monday.
The Italian-themed restaurant group includes 100 locations under the three concepts, with locations in over 30 markets. The largest concentration is Ohio.
“When we did the research, many of the mid-sized, upscale affordable restaurants didn’t have loyalty programs,” said Bravo Brio spokesperson Ashley Swenson. “But we found in our research that we have very loyal patrons, especially in locations that we have been in for a while. This is a way to reward them.”
The restaurant group had different loyalty programs in the past, including a birthday club and a stamped guest card, but the rewards were cumbersome to track, according to Swenson. “With the technology we have now, [a punch card] wasn’t the best way to entice customers to come back. With this kind of program, we can tie up everything under one umbrella so that we have everything in one place. “
Paytronix, Waltham, Mass, which provides the restaurant group’s POS system, developed the program, the strategy for which was developed over the last three years, according to Swenson.
“We are excited to roll out the myBRIO and myBRAVO! Rewards programs,” said Brian O’Malley, Chief Operating Officer of BRAVO | BRIO Restaurant Group, in a prepared statement. “It’s our way of thanking our loyal guests for their continued support.”
Among the rewards:
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Upon registration, guests will receive a Complimentary Appetizer up to $12.
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For every new registered member referred, guests will receive a Free Tuscan Taster (BRIO) or Bar Bite (BRAVO!), valued at $3.95.
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Special member rewards throughout the year will include a complimentary birthday entrée (up to $15) and other dining discounts.
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BBRG will also run a kick-off contest. For a limited time, every registered loyalty program member will be entered for a chance to win BRIO or BRAVO! for a Year! Rules and restrictions apply.