The Marketing Executives Group International

By Eric Abrams

When you hear the words “Loyalty Program”, a lot of different images can run through your mind, especially when it comes to Restaurants.  From paper-based punch cards to electronic frequency cards stuffed in your wallet or purse, to the possibly dozens of plastic “mini-cards” dangling off of your keychain, all of these programs have been designed to keep you “loyal”.  But in the true sense of the word, are guests “Loyal”?  Does a plastic card create a long-lasting and value-driven relationship between a consumer and a brand?  Does being “loyal” mean I won’t stray from Pizza Place ‘A’ to Pizza Place ‘B’ even though I really love Pizza Place ‘A’?