Bagelstein scores 79% customer engagement rate with “BIG” gamified giveaway to promote special menu

Success Stories

Bagelstein is a chain of bagel restaurants with 72 locations across Europe, serving approximately 3,000,000 bagels every year.

They pride themselves on their irreverent, humorous branding, citing Amundsen’s Antarctica expedition in 1911 as an important date in their company history, and claiming to teach their staff 57 new jokes every day to keep their customers amused.

The challenges

🎯 Bagelstein, like all chain restaurants, are always looking for new ways to surprise their customers and capture diner attention to snatch them away from rival brands.

This frequently takes the form of seasonal menus – items or ranges available for limited amounts of time to create FOMO, and act as revenue-generating market research, with top performing items potentially getting elevated to year-round availability.

The challenge lies in creating awareness about new menu items in order to attract new customers, and give those limited availability items a chance to become popular.

Bagelstein’s goals broke down to:

• Promoting their limited “Crazy Menu”
• Driving sales
• Rewarding customers in a way reflective of their brand

Games and gamification experiences “by Drimify” 🥯🥯🍨

A playful brand needs a playful approach to customer engagement, so with that, Bagelstein opted to go with the Drimify gamification platform.

The concept: any customer purchasing an item off the “Crazy Menu” and spending a minimum of $10 earns a code redeemable for one play on their customised Slot Machine called “The BIG Game.”

Various prizes, ranging from drinks, desserts, and sides to complete meals, were included in the Slot Machine, giving players 10,000 chances to win something – but the bait of the contest, and the grand prize for 1 lucky diner was a weekend trip to New York City. 🗽

So “The BIG Game’s” big prize was a trip to the Big Apple – the bagel capital of the world. The one massive prize, in itself on-brand but broadly desirable (to bagel advocates and bagel critics alike), creates a huge buzz and encourages potential diners to try the new menu for a shot at the trip.

Thousands of participants are rewarded with freebies, and more people try the new menu, and a single taste of your new favourite food is all it takes to become a fan.

Results and KPIs

Key figures 🚀

• 79% engagement rate meaning for every 10 people who viewed the Slot Machine, 8 made a purchase and redeemed their code for a chance to win 🥯🗽🥯

Objectives achieved 😎

• New menu promoted and sampled in a fun and on-brand way
• Major boost in sales across locations
• Customers rewarded and excited about the Bagelstein brand

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