News

Enrollment kiosk boosts restaurant sales

September 8, 2004

ALEXANDRIA, Va. - Fishbowl, a full-service marketing company for the hospitality industry, is rolling out its new Membership Enrollment Kiosk throughout the 64-unit Steak and Ale Restaurants chain. Restaurants can choose from standing, wall-mounted or countertop models. Diners will use the kiosks to enroll in the restaurant chain's Preferred Guest List. Membership information is downloaded nightly via wireless data transfer to Fishbowl where it is merged with the existing Steak and Ale membership database. After sign up, members will receive the Guest Loyalty program e-mails including welcome messages, special promotions and member discounts.

"Averaging 50 new names per store each week, we're building a list whose redemptions of up to 20 percent will more than pay for the chain's annual e-mail marketing program," said Clay Dover, vice president of marketing, Steak and Ale Restaurants.

Future applications for the in-store kiosk include guest feedback, nutritional information and job information. These Membership enrollment kiosks dovetail into Fishbowl's Guest Loyalty platform that is designed to build a long-term relationship between a restaurant and its customers through personalized and relevant communications. After signing up, guests receive regular communications such as birthday rewards, a listing of new menu items, announcements of store openings and featured specials.