Obsessed with B2B marketing? You should be a PRO member! Join now at 25% off (or 50% off for teams).

Company: Garden Fresh Restaurant Corp.
Contact: Jill Trecker, Manager of Guest Loyalty
Location: San Diego, Calif.
Industry: Restaurant
Annual revenue: Confidential
Number of employees: Confidential

Quick Read

Garden Fresh Restaurant Corp., which operates a restaurant chain, had more than half a million customers on its email list. But the company wanted customers to do more than print out coupons. It sought to build customer loyalty by using the email channel as an interactive tool.

Challenge

Headquartered in San Diego, Calif., Garden Fresh operates 102 casual-dining, buffet-style Souplantation and Sweet Tomatoes restaurants in 15 states. The company had an enviable 500,000-plus membership for its Club Veg email list—but wasn't using it to its fullest advantage, instead leveraging it primarily as a one-way marketing channel.

"We wanted to be more interactive with our online club," said Jill Trecker, manager of Guest Loyalty.

Garden Fresh hoped to engage its customers in a dialogue that encouraged visits to the corporate website, the sale of additional meals at the restaurants, and increased customer loyalty.

Campaign

In partnership with online-marketing agency Red Door Interactive, Garden Fresh implemented its first interactive campaign, which highlighted one of the restaurant's traditional month-long, ingredient-themed promotions. The inaugural email touted that month's special item—cherries—and invited Club Veg members to visit the cherry tree at the Souplantation website.

Enter your email address to continue reading

Case Study: A Fresh Way to Use Email as an Interactive Tool

Don't worry...it's free!

Already a member? Sign in now.

Sign in with your preferred account, below.

Did you like this article?
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
  • Copy Link

  • Email

  • Twitter

  • Facebook

  • Pinterest

  • Linkedin


ABOUT THE AUTHOR

Christian Gulliksen is a writer who has authored several of the Get to the Po!nt newsletters for MarketingProfs. A former editor at Robb Report, he has also contributed to Worth, Variety, and The Hollywood Reporter.