Lunch on the Fly

Office workers call it a lunch break, but The Gateway hopes to pack much more into that daily hour when employees step away from their desks. The Salt Lake City, USA center partnered with The Enterprise and radio station FM100.3 to create a new loyalty program, the At Work Perk Club.

Consumers can pick up a membership card for themselves or colleagues at The Gateway’s concierge desk, anywhere the radio station is broadcasting live or by signing up online at www.FM100.com. Then, every Monday, the station sends out an e-newsletter to cardholders, outlining lunch deals and special events at The Gateway, as well as details on in-store discounts from participating retailers.

THE TACTICS TWIST

Make use of every electronic means at your disposal to make a trip to your mall food court a part of nearby workers’ weekday routine.

Graphically brand your loyalty scheme to fit each of your target consumer groups, including office workers, teachers, taxi and tourism shuttle bus drivers, students, seniors and any other group that might be in your immediate catchment area. Then, give customers the choice of how they want to keep abreast of your lunch-hour perks, be it via e-newsletter, RSS feed, pages on social networking sites, center website postings or
iPhone apps.

Increase your loyalty program’s reach by partnering with your community newspaper, and promote your offers in print as well as on the publication’s website.

Feb.
2010

Posted in Bits, Food Court Marketing

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