Leading restaurant chains are making strategic additions to their digital leadership teams as they aim to distinguish themselves in the increasingly competitive battle for omnichannel customer loyalty.
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GLODenny’s, a full-service diner chain with nearly 1,600 locations, recently appointed Pankaj Patra as its Chief Digital and Technology Officer. Patra brings with him over a decade of experience, including serving as the Chief Information Officer at Brinker International. Denny’s CEO Kelli Valade stated, “We are excited to have Pankaj on board to help us expand on our strong foundation and guide us in identifying fresh, relevant, and innovative solutions to serve our guests, employees, and franchisees in the future.”
Focus Brands, the parent company of well-known brands like Carvel, Cinnabon, and Jamba, also made notable additions to its leadership team. Urvi Patel was named the Senior Vice President of Customer Engagement and Experience, while Manuel Valdes was appointed as the Senior Vice President of Digital, Data, and Marketing Technology, a newly created role. These appointments suggest a renewed emphasis on customer-centric digital technologies. Focus Brands CEO Jim Holthouser highlighted their investments in technology and talent to enhance technology and supply chain capabilities.
With most major restaurant chains offering various digital ordering options, the competition for customer loyalty has intensified. Simply having a loyalty app is no longer sufficient to stand out, especially given that a majority of consumers already participate in such programs.
According to PYMNTS Intelligence’s “Connected Dining: Consumers Like the Taste of Discount Meals” study, based on a survey of over 1,800 U.S. consumers, 51% of respondents reported using a restaurant loyalty program, with 49% participating in quick-service restaurants (QSRs) and 34% in full-service restaurants (FSRs).
Furthermore, restaurant prices have consistently risen throughout the year, increasing the demand for discounts and potentially driving higher engagement with loyalty programs.
In response, many restaurant brands are striving to win over customers by enhancing their rewards programs and offering more compelling deals. Additionally, some are making it more challenging to redeem discounts and free items to mitigate the impact on their profit margins.
Strong digital leadership within restaurants not only enhances loyalty through optimized rewards programs but also improves internal processes, ultimately enhancing the overall dining experience. For example, Stratis Morfogen, owner and CEO of Brooklyn Dumpling Shop, highlighted the importance of inventory management tools in ensuring customer loyalty, as they play a critical role in maintaining a seamless dining experience.
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