Goody’s Burger House average 73% customer engagement rate through gamified loyalty programme
Success Stories
Goody’s Burger House is the leading fast food brand in Greece, dramatically outnumbering even the likes of McDonald’s and Burger King in its home nation.
They have 127 restaurants in Greece alone, as well as a limited number of locations across the world.
The challenges 🎯
Fending off the multinational fast food giants didn’t happen for Goody’s Burger House by accident. They place a huge premium on loyalty through their own rewards programme, the All Stars Club.
Loyalty is a consistent challenge for restaurants, as it costs less to retain a customer than it does to attract a new one, and with ever-evolving customer tastes and expectations, it’s important to stay relevant and keep your brand front-of-mind, particularly in the attention economy.
Specifically, Goody’s were looking to:
- Find meritocratic ways to reward their loyal customers
- Create marketing content that piggy-backed on popular culture and events to connect their brand with their audience
- Add an extra layer of interactivity to their All Stars app
📱 Games and gamification experiences “by Drimify”
Goody’s Burger House decided to incorporate gamification into their customer-facing communications and their All Stars app, with a long-term and varied approach.
Over the course of a year they created several experiences and integrated them into their app, customising sports games, quizzes, puzzles, and casual games to their branding and to the events in their marketing calendar.
For example, they’ve created multiple experiences tying into key basketball dates – as this is the second most popular sport in the country. They’ve created games for new 2K releases, the NBA video game, and created gamified tie-ins to tournaments where their national side suits up.
They’ve also created loyalty games for their app based around Halloween, summer break, limited menu releases, and even some tie-ins with other brand releases, among other dates in their marketing calendar. It all serves to condition audiences over time – delivering a consistently engaging stream of Goody’s-branded interactivity.
Incentivised loyalty to keep customers coming back
Participation in Goody’s gamification experiences provides their customers with a fun and engaging way to earn bonus stars, which can be exchanged for vouchers when they’ve earned enough, and also entries into prize draws.
The gamification element adds a dose of fun, and allows customers to “earn” their rewards, while also being within Goody’s branded, interactive environment. It’s a win-win, as the customer has fun, and Goody’s have more audience attention with which to execute their marketing strategies.
Results and KPIs
Key figures 🚀
- 129,472 plays by Goody’s Burger House loyalty programme members
- 72% engagement rate from 178,004 total views
Objectives achieved 😎
- Increased sales around peak events in Goody’s marketing calendar
- Positive brand (and app) association through fun, engaging gameplay, maximising customer loyalty
- Attract new customers to the loyalty programme through gamified promotions
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