Precision marketing and customized programs deliver iDine members to your tables

Nation's Restaurant News, Dec 23, 2002

Some restaurants seem to have everything going their way. Even on slow nights or at off-peak times, there's not an empty table in the place. Is it the menu? Is it the chef? Is it luck? Or is the precision marketing of iDine driving additional traffic?

10 million hungry members.

iDine's membership continues to soar, climbing steadily from 3 million in 2000 to more than 10 million today. These members aren't value hunters. They're business executives, frequent flyers, and high-income couples. In short, they're the guests restaurateurs try the hardest to attract.

The country's largest dining rewards company must be doing something right if so many frequent diners are flocking to become members. Them must be a secret ingredient.

"There are two," explains Rich Carolan, Executive Vice President of iDine's Restaurant Group, "For our frequent flyer members, it's miles, They eat at any of our 8,500 participating restaurants and we give them 5 to 10 air miles for every dollar they spend. For our corporate partners, it's relationships. They want their executives to have easy access to the right restaurants, so they can continue firming up relationships via power lunches and dinners while also controlling costs."

Direct links from airlines' websites and Fortune 500 intranets.

For members, it couldn't be easier. They log onto their airline's customized dining program website or click the link on their company's own intranet and, at the speed of the web, search for a list of restaurants by location, cuisine and more.

When they see a place that looks interesting, they click the link to review details of the restaurant, the menu, the location and directions. There's even an 'email this listing' button letting them send the restaurant's information to others in their party.

These intuitive search and e-mail features are perfect for travelers looking for certain types of meals in unfamiliar areas or time-crunched executives who need to set up meals between meetings.

"You've got diners!"

Megan Flynn, iDine's Chief Marketing Officer, says the restaurant pages are just the tip of the iDine marketing iceberg.

Says Flynn, "We have marketing access to several million opt-in e-mail addresses. Furthermore, a large percentage of iDine members complete 'online profiles,' indicating their dining preferences. We have the data intelligence to send e-newsletters containing dining news, current promotions, and web links to strategically-targeted restaurants. In short, we connect the right members with the right restaurants."

Along with the websites and e-mailings, iDine's marketing efforts include printed directories (both iDine's own and airline-branded versions) and inserts in member and non-member airline frequent flyer and credit card statements.

Big rewards for the restaurants.

If members and partners are getting so much benefit, is them anything left over for the restaurants? "Absolutely," says Carolan. "We drive traffic. Participating restaurants get diners that would have gone elsewhere or might not have chosen to dine out that day. And they get all the benefits of a strategic multi-faceted marketing campaign without any of the up-front costs."

How does this work?

iDine offers two basic programs: Cash Advance where iDine provides money up-front in exchange for food and beverage credits and Revenue Management where iDine helps bring new guests on slow nights or at off-peak times.

Both of these programs are designed to help restaurants increase trial and frequency. The end goal? iDine members filling tables that might otherwise have gone empty. Says Carolan, "Our programs include such a wide array of financial solutions and marketing vehicles that we are able to meet the needs of any type of restaurant"

Advertising turned upside down.

With traditional advertising you pay for ad space and hope someone sees it and arrives. With iDine's marketing and Revenue Management, you pay only after you have success. Additionally, iDine handles all the marketing efforts so you can concentrate on doing what you do best: satisfying your hungry guests.

iDine's Cash Advance program takes this one step further. Says Flynn, "Imagine hiring a marketing company that cuts you the check."

For obvious reasons, Cash Advance is iDine's most popular program.