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How a $600 loyalty program is boosting Montana based franchise Rib & Chop House

With a growth strategy built around small cities and a loyalty program rife with perks, this casual chain is becoming a community centerpiece everywhere it goes.

 

Restaurants of all sizes are discovering the power of loyalty programs. But not just any loyalty programs; increasingly, loyalty is becoming less about the punch-card and more about the exclusivity and experience offered by the restaurant.

That’s certainly the case at Rib & Chop House, a 13-unit casual chain based in Bozeman, Mont. The brand, part of Finally Restaurant Group, recently rolled out its House Royalty Card, which offers loyal customers a 10% discount on food and booze, monthly $50 gift cards, priority waitlist status, a set of steak knives, and additional perks. It costs customers $600 a year, billed at $50 per month.

Yaron Goldman, the CEO of Rib & Chop House, said the program may seem like a steep price for the company to pay, but members visit the concept on average five times per month and spend 14% more than non-members. Combined with the fact that Rib & Chop House is focusing its growth efforts on cities with 50,000–200,000 residents, the chain is quickly becoming a community centerpiece in each of its markets.

Goldman joined the most recent episode of Take-Away with Sam Oches to talk about the unique loyalty program, as well as how Rib & Chop House has streamlined the concept to prepare for its just-launched franchise program and what he thinks about the impending recession and its impact on high-end concepts like his.

In this conversation, you’ll find out why:

  • You can streamline prep and production without sacrificing quality
  • You can’t grow if you’re not consistent
  • It pays to be a big fish in a small pond
  • If you treat your loyalty members like royalty, they will pay you back
  • Customers find value in how they feel in your restaurant, not just in how much they pay
  • In full service, the back of the house is where we should expect to see most tech innovation

Contact Sam Oches at [email protected]

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