Dickey's Barbecue Pit has for years used the Big Yellow Cup Club to administer loyalty points in various ways to its customers. As the company has grown and diversified its marketing under the strategic leadership of — Roland Dickey, Jr., the opportunities for a more rewarding loyalty system became obvious. To take advantage of these opportunities, Dickey Jr. has overseen the partnership of the existing Big Yellow Cup Club with Spendgo, a loyalty customer engagement solution provider that enables guests to receive more personalized and geo-targeted specials.
Prior to the rollout of Spendgo, Big Yellow Cup Club was a source of coupons and discounts for Dickey's guests, but it did not have the capability for personalized and targeted marketing efforts. Spendgo goes beyond a traditional point system, integrating members’ purchasing preferences, Big Yellow Cup Club numbers and online ordering habits to offer loyalty points on targeted offers.
Using this data, Dickey's Barbecue Pit now sees which offers are redeemed by members and adapts accordingly by giving guests what they want in their home locations. Offers are delivered via text and email and points can be accumulated to redeem a Dickey's product free of charge, from a Big Yellow Cup to a Family Pack. Completing the technology trifecta is Tech in a Box, which offers guests free Wi-Fi and identifies guests who redeem Dickey's special offers.
The Spendgo enabled Big Yellow Cup Club has already grown almost 20 percent through text and email offers, leveraging line-item and customer data in real-time to create personalized campaigns that drive sales and new guests.
CEO Roland Dickey Jr. explained, “We are proud to introduce these targeted marketing efforts system-wide. Using the data from our loyalty programs, Dickey's is now able to offer great deals on items that guests are most interested in nationwide. This program is but one of many in our recent history that shows how old-style Texas BBQ can succeed thanks to cutting edge business approaches.”
Ivan Matkovic, founder and CEO of Spendgo said of the partnership, “Our integration with Dickey's is a great example of a smart food service company that understands how to maximize growth opportunity and provide top-level services to their customers. We applaud their efforts and are looking forward to a long-term and very successful relationship."
About Roland Dickey Jr.: Roland Dickey Jr. is a third-generation owner and CEO of Dickey’s Barbecue Pit, responsible for successfully franchising the business and taking it from 7 to over 500 stores in under ten years. Dickey Jr. has won several accolades, including being named one of the most influential men in the restaurant business, and regularly speaks at conferences across the country on business leadership.
Name: Mark Valentino
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Organization: Dickey's Barbecue Pit
Release ID: 105341