Greene King

Mobile apps to improve customer loyalty for UK's largest pub retailer

Background

Greene King is the UK’s largest pub retailer and brewer. It owns more than 2,700 pubs, restaurants and hotels throughout the country including Chef & Brewer, Hungry Horse, Loch Fyne, and Wacky Warehouse.

Greene King approached us to create a suite of mobile apps for 7 of its dining brands, including Fayre & Square and Flaming Grill.

The aim of the apps was threefold - to increase the uptake of its nationwide customer loyalty scheme; to deliver personalised offers to customers; and cement the Greene King brand as a digital leader.

Solution

Using our expertise in discovery, design and user experience we created a digital template that included core functions that each pub/restaurant could brand as their own, such as:

Offers

Loyalty Points

Find a Pub

Book a Table

Menus

Using the latest beacon technology and data integration techniques, we created the app to offer customers deals based on their location and proximity to a participating pub/restaurant.

20%

increase in new users of the apps

36%

increase in customers using personalised offers

31%

increase in spend per transaction

Results

Greene King reported a massive uptake in engagement with its targeted brands.

One brand saw a 36% increase in meals sold in the pubs that received the personalised offers against control test pubs.

The same brand saw a 31% increase in spend per transaction.

Total ROI increase of Greene King’s investment to a truly omni-channel, data-driven marketing strategy equalled 211% in the first year.

"We’re extremely proud of our reward app. It takes the technology one step further than traditional loyalty apps, by using the data collected from guests dining with us and applying it to personalised promotions."

Kenny Skelton, former Digital, Insight and Brand Director at Greene King