Gamification in the gastronomy sector: The best recipe for successful innovative customer loyalty
In recent years, the catering industry has increasingly relied on digital solutions to not only retain customers, but to inspire them.
One outstanding example of this is the introduction of gamification elements in L'Osteria's customer loyalty app - the so-called "Amici Club". But what exactly does gamification mean - and how can gamification elements be used specifically in restaurants and bars?
What is Gamification?
Gamification means integrating typical game elements into a non-game context in order to increase user engagement and motivation. In the catering industry, this can mean that guests are rewarded for completing certain tasks or reaching milestones.
L'Osteria uses its "L'Osteria Amici Club" app for this purpose, which has integrated a wheel of fortune that spins daily in addition to classic functions such as table reservations and orders.
By collecting additional points, app users can further boost their points account. Such elements not only make a visit to the restaurant more exciting, but also promote long-term customer loyalty and a positive relationship with the brand.
Gamification in restaurants and bars
The integration of gamification elements in restaurants and bars goes far beyond simple loyalty programmes. Here are some examples of how playful elements can be used in the catering industry:
Reward systems: Customers collect points for every visit, order or other interaction. These points can later be exchanged for discounts, free meals or other rewards.
Daily wheel of fortune: A popular feature in digital loyalty programmes is the daily wheel of fortune, where customers can win points or rewards. This motivates them to use the app regularly and visit the restaurant more often to exchange their points for rewards.
Seasonal games: Special promotions at certain times of the year, such as an Advent calendar in December, offer additional incentives and turn a visit to the restaurant into an experience.
Refer friends and collect rewards: Customers are rewarded when they invite friends, relatives or acquaintances to the restaurant or recommend the app to others. This not only promotes customer loyalty, but also generates new customers. A simple but often underestimated way of acquiring new customers!
Challenges and competitions: Competitions and challenges in which customers have to compete against others or fulfil certain tasks can make a visit to the restaurant even more exciting.
L'Osteria Amici Club: Digital loyalty with amore!
L'Osterias' own loyalty club app, which goes by the resounding name of L'Osteria Amici Club, is a core element of the digitalisation strategy.
Advantages of gamification elements in the catering industry
Gamification brings with it numerous advantages that go far beyond the benefits of classic customer loyalty measures:
Increased engagement: Regular incentives such as the daily wheel of fortune keep customers more active and more likely to visit the restaurant or bar. This leads to higher customer frequency and more sales!
Stronger loyalty: Rewards and bonuses for repeat visits strengthen loyalty and promote loyalty. Customers feel valued and are happy to come back!
Social interaction: Functions such as inviting friends create a social component that generates additional engagement and new customers. Eating and playing together is simply more fun!
Data and insights: By using the app, restaurants collect valuable data about the behaviour and preferences of their regular customers. This information can be used to optimise the offer and take targeted marketing measures. Gone are the days of wastage and mass communication!
Successful example of gamification: the new L'Osteria Amici Club
The L'Osteria Amici Club shows how successful gamification can be in the catering industry. Since the introduction of the app and the integration of gamification elements - such as the daily spinning wheel of fortune - L'Osteria has seen a significant increase in user activity and app registrations. Over 200,000 spins on the wheel of fortune and more than 1.5 million hearts awarded speak for themselves.
The app offers a variety of features that turn a visit to the restaurant into an experience. Customers can not only collect points and win rewards, but also take part in special promotions and challenges. This not only promotes customer loyalty, but also interaction and a sense of community among guests.
The Games Package: Your comprehensive gamification offer
The Games Package from hello again significantly expands the gamification possibilities in the catering industry. This package can be integrated into existing customer loyalty apps at any time and includes a variety of games that can be used throughout the year. Here are some highlights of the Games Package:
Advent calendar: In the run-up to Christmas, customers can open a door every day and discover points, competitions or rewards. This provides additional fun and increases app engagement during the Christmas period.
Valentine's Day calendar: At the beginning of February, the Valentine's Day calendar offers daily surprises for 14 days. App users can receive additional loyalty points, competitions or rewards, which strengthens the bond during this romantic time of year.
Easter egg hunt: At Easter, app users can take part in an Easter egg hunt where they can discover valuable rewards behind virtual eggs every day until Easter Sunday. This adds to the excitement and engagement.
Scratch game: Available all year round, the scratch game allows customers to win additional loyalty points or other rewards by simply scratching on their smartphone. This encourages daily use of the app and can open the door to further purchases.
Lucky lottery: Also available all year round, the daily lucky lottery offers customers the opportunity to win prizes by spinning a virtual wheel of fortune. This creates positive brand experiences and increases customer loyalty.
The advantages of the hello again Games Package at a glance:
The Games Package from hello again offers several advantages:
Daily interactions: Customers engage with the brand on a daily basis. This makes companies more memorable and creates a unique branding effect.
More customer frequency: Customers visit the shops, restaurants and bars more often to spend points and redeem rewards.
Additional sales: gamification can significantly increase sales, as hello again's experience shows. Effective customer loyalty measures lead to up to a third higher sales!
Variety: Different games and seasonal promotions ensure sustained interest and engagement.
Strategic breaks: The targeted use of games and pausing them can keep customers interested in the long term.
Adaptability: Each game round can be customised to provide variety and achieve specific marketing goals.
Gamification as futureproof trend in customer loyalty
Gamification elements have the potential to have a lasting positive impact on customer behaviour in the hospitality industry. With advancing digitalisation and the increasing use of smartphones, there are more and more opportunities to integrate playful elements into the customer experience.
Restaurants and bars can use innovative gamification concepts to strengthen customer loyalty, increase engagement and set themselves apart from the competition. Gamification in the catering industry is more than just a trend!
