Jamie's Italian: Gold Club app

CAB Studios won the award for the 'Best use of Mobile Payment' at the MOMA Awards 2017, for its work with Jamie's Italian. Here CAB Studios explains the background, objectives and strategy that went into this an award-winning campaign.

Executive Summary

Jamie’s Italian established its Gold Club loyalty scheme in 2013, using a traditional card based model.

The restaurant chain approached CAB Studios to help revolutionise the loyalty programme to maximise return, while also providing a positive and seamless experience for customers.

A key component of this was through the incorporation of ‘Pay at Table’, using Flypay technology.

Objectives

  • To replace the traditional Gold Club loyalty card model with an exciting digital alternative with customer.
  • Focused features (e.g. pay at table).
  • To increase return visits to Jamie’s Italian restaurants.
  • To establish greater customer and brand advocacy.
  • To outperform competitor brands with an app offering an unrivalled user experience both on and offline.

Strategy

  • Develop deeper, granular level understanding of the customer, what motivates them, when, why and how.
  • Build a digital solution which can be responsive to these customers with bespoke communication, offers and notifications, and technology which enhances the dining experience.
  • Create a compelling design to make the app experience appealing and memorable, with that experience translating offline.

CAB Studios was appointed in August 2015, and immediately conducted extensive competitor and market reviews as well as in-depth persona modelling to profile who the customers were, what they would be interested in and when.

We pinpointed that relevance and timeliness of offers and incentives was key to the success of the loyalty programme going forward. Working with Jamie's Italian we also agreed at an early stage that members would be looking for a seamless multichannel experience and that the app should enhance each visit.

Initial development began with a focus on building an agile and responsive app, allowing for quick modifications and tailoring of offers and notifications as well as functionality which made the dining experience itself feel more slick.

We recommended creating a user experience which stood out as the most memorable, relevant and engaging in the market, which transitioned into the offline experience. Working with Flypay to use its Pay at Table Software Development Kit, which runs on the Flyt platform to connect it to the restaurant’s point of sale in real time to retrieve bill data.

The software development kits are natively built for iOS or Android and built to be fully customisable in terms of User Experience and branding by the developers.

Jamie’s Italian was the first app to incorporate Pay at Table, and it was important for us that it was very intuitively embedded from an early stage, and that the experience felt consistent despite using third party software.

Having the ability to edit the customer facing elements ensured a seamless journey. We also worked in partnership with Flypay on the user experience and pricing psychology to improve customer tipping. The app was also designed to include a guide which gives visitors tips on how to use Flypay.

1.25 million app users are using Pay at Table across the country currently, including those using it at Jamie’s Italian.

Results

The app reached number two in the food and drink category in the Apple App Store two weeks after launch, receiving 11.5k downloads.

To date, the app has received over 80,000 downloads (source; Google analytics individual users) 70,459 iOS – 16 June 2016 – 16 March and 10,010 Android – 16 June 2016 – 16 March.

Approximately 10% of Gold Club visitors are using Pay at Table when visiting a Jamie’s Italian restaurant. This figure is expected to increase as awareness grows.

Using Pay at Table is particularly helpful for those on a tight timetable; those who use it can save on average 10-20 minutes per visit, which in turn increases table turnaround giving the restaurant more covers.