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Officials for HuHot Mongolian Grill, an American restaurant chain specializing in create-your-own stir-fry cuisine (Mongolian Barbecue), wanted to elevate its loyalty program at the point-of-sale. With a big assist from Paytronix, HuHot Mongolian Grill has increased reward program membership by 50 percent after six months on the Paytronix Rewards platform.
What’s more, since migrating to Paytronix, HuHot also has leveraged the Paytronix tool set to increase member check size by 10 percent over that of non-members.
HuHot Mongolian Grill is based in Missoula, Montana, and has about 60 restaurants in 16 states, largely located in the Midwest and Mountain West states.
“We chose Paytronix because we were looking for a loyalty partner that could integrate with our point-of-sale system and provide in-depth reporting,” Monica Minford, director web development, HuHot Mongolian Grill, told Loyalty360. “Additionally, we wanted to make the program as easy as possible for our guests to use. With Paytronix, we no longer need our guests to print out email offers or provide coupon codes. All their rewards are automatically loaded in their accounts to make the redemption process easier for everyone. HuHot Rewards members can check their transaction history online and have more ownership and insight into their accounts, and we have more insight into our members’ purchase behavior.”
HuHot Mongolian Grill started using the Paytronix platform in May 2016.
“We’ve been able to use the data we can access through the Paytronix dashboard to make the program more relevant to our guests and more profitable for our franchisees,” Minford added.
Michelle Tempesta, director of marketing, Paytronix Systems, told Loyalty360 that her company’s features help restaurants maximize loyalty impact by delivering features that enable them to motivate more members to join, keep them active for longer periods of time, and compel a higher level of incremental spend.
“On the membership side, the software offers a broad set of activation and membership options, including activating new member cards at the POS, reverse enrollment online via mobile-friendly web pages, text to join, and enrollment via mobile apps,” Tempesta explained.
Tempesta said that also might be a “hidden benefit” at play here.
“We have found with other customers that if the program causes any friction at an operational level, servers will not introduce it to non-members,” she explained. “Here are a few common examples: The POS flow is difficult for the cashier, the program is just too difficult to articulate the benefits, the customer becomes frustrated because they have to work too hard to earn and redeem points. With Paytronix and its point-of-sale integrations the friction is removed. The software makes it easy for customers to earn and redeem points, plus it makes it easy for servers to deliver great service. When points are accrued automatically and rewards are made available based on what’s in the check, cashiers get to deliver great news without fumbling around with peripheral equipment, paper, or the like that slows down their ability to serve the guest. When cashiers and servers are happy and see that guests are happy, they will readily promote the program and become the program’s most productive ambassadors.”
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