From Customer Marketing Veteran to Gamification Trailblazer
Leading CRM, Loyalty and Media at TGI Friday’s from 2021 to 2023, Lindsay Eichten, brought a fresh perspective and a wealth of customer marketing expertise. Gleaning from her career experience at Cinemark, JC Penney, Sally Beauty and Epsilon, Lindsay understands the power of engaging customers across various channels. As she joined the team at TGI Friday’s, she took that understanding to a whole new level, proving that gamification is far more than just in-app entertainment – it's a powerful engagement tactic that can transform the restaurant industry.
Beyond the App: Expanding Reach and Driving Results
Lindsay's journey with CataBoom began with a successful in-app game, "5 Fridays", designed to capitalize on months with five Fridays. Recognizing the limitations of relying solely on an app, she strategically expanded the game's reach by integrating it into email campaigns. This move not only amplified engagement but also proved to be a cost-effective solution, eliminating the need for per-usage app fees.
Building on this success, Lindsay launched "Flashback Fridays," a campaign that revived beloved menu items from the past. Utilizing CataBoom's Flare concept, she digitally replicated the iconic server suspender pins, allowing customers to “throw a flare” onto a virtual T-shirt. This campaign, launched via email and supplemented with in-app game elements, resonated deeply with TGI Fridays' loyal customer base.
The Power of Mystery: Driving Millions in Incremental Revenue
One of Lindsay's most impactful initiatives was the "Mystery Offer" campaign for TGI Friday’s corporate locations. Leveraging a quick reveal game, the campaign offered mystery discounts like "$10 off $25," resulting in a staggering $2 million in incremental revenue within a single month. This success not only demonstrated the effectiveness of gamification but also significantly boosted Lindsay's credibility within the organization. The campaign’s success was so profound that franchisees clamored to participate, leading to a second, equally successful rollout.
Bridging the Gap: Bringing Restaurant Marketing into the Digital Age
Lindsay's work highlights a crucial truth: the restaurant industry lags behind retail in terms of customer engagement technology. " In the casual-dining category, restaurant operators had to become ecommerce and omni-channel marketers almost overnight during Covid" Lindsay recalls. This lack of marketing technology background underscores the need for accessible and user-friendly solutions like CataBoom’s Catapult platform.
"CataBoom doesn’t require a tech team," Lindsay emphasizes. "The hardest thing is setting a smart strategy and having the guts to do it. No integration, software team needed." This ease of use allowed TGI Friday’s to focus on what matters most: filling tables and creating memorable dining experiences.
"Having virtually any game idea, already built, with the required creative spec per piece makes game creation and implementation very easy. Any idea can take shape in a matter of days," Lindsay notes, highlighting one of the most valuable features of CataBoom’s Catapult platform.
Gamification for All: From Casual Dining to Quick Serve
While TGI Friday’s defines itself as a casual dining establishment, Lindsay believes that gamification can be effective across all segments of the restaurant industry, including quick-serve and fast food. Her innovative approach proved that engaging experiences can drive results regardless of the dining format.
“If you’re a brand that is trying to drive channel engagement (email, app, SMS, other) gamification through CataBoom creates a novel experience that will capture attention and break through static, tired channels," Lindsay recommends. "For every offer or campaign, evaluate how you can use the Catapult platform to amplify the efforts through gamification. Not to the point of oversaturation, but using interactive game mechanics will elevate many of the other brand activities by bringing the message to life in an engaging way,"
Lindsay Eichten's work at TGI Friday’s is a testament to the transformative power of gamification. By embracing innovative engagement tactics, she's not only drove significant revenue but also revolutionized the way restaurants connect with their customers. Her journey is an inspiring example of how strategic thinking and a willingness to embrace new technologies can lead to remarkable success.
Looking to achieve similar success through gamification for your brand? Get started with CataBoom today!
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