McCafé Pukekohe Case Study
Comparing McApples with McApples
As a McDonalds and McCafé franchisee, Brian Baker knows how different the sides of the business are. They each have their own separate clientele and set of challenges. Not every discerning coffee lover wanted a big mac and vice versa – what worked for one, didn't necessarily work for the other.
With McCafé as a business with high volume and low margins, Brian knew he needed a lot of people coming through the door. He couldn’t rely on business to cross over from McDonalds, and was facing fierce competition from other coffee shops.
Brian needed to find a way to build his customer base and to keep them coming back. He knew that loyalty, innovation and communication were key. After a failed attempt to solve the problem himself, he started to look for other options.
“I tried setting up a ‘text in your order’ system with a phone at the front counter, but it didn’t work – texts kept getting missed by staff”
One small step for Brian - one giant leap to the future
Out shopping with his wife, Brian came across the Goody Card loyalty programme and liked what he saw.
Brian knew there were lots of other loyalty programmes out there for businesses, but Goody seemed different.
“Every cafe you go to has some kind of loyalty program or card, but Goody had the App for your phone which - from my point of view was absolutely perfect – you always have your phone on you”
The Goody team got in touch with Brian, who he said, were “excellent and very easy to deal with” and explained how the system would operate. No expert in technology himself, Brian saw right away how easy it was to use. He thought it was perfect.
“Goody helped us go from Stone Age to modern technology in one easy leap”
Data that doesn’t come at a price
Before Goody, Brian was running the existing McDonalds loyalty punch-card system - the standard buy 5 coffees get 1 free. This system wasn’t capturing any client data and there was no way he could communicate with them. It also couldn’t tell him how many times people were visiting and how regularly.
With Goody, all that changed. Since the system is 100% electronic, it captures customer data, allowing Brian to communicate to his customers and to give them a reason to come back.
He also liked the flexibility and a big cost savings, when compared to McDonalds collective marketing promotions which cost Brian “mega bucks”.
“We were able to look at days where people weren’t coming in and run promotions to boost sales. It has been a huge cost saver running promotions through Goody.”
Would you like coffee with that?
Goody ticked all the boxes for Brian who has experienced “significant growth”. Cafe sales are up 50%, boosted by the Goody loyalty programme.
Brian was also able to tell customers that they could purchase a barista-made coffee in the drive-thru and on weekends. This helped boost sales in previously slow times.
For Brian, it really came down to giving people a reason to come again – to, “build a habit and change people’s behavior”.
“It works, it’s easy and is perfect for our business”
The return on investment for the Brian
- Ability to educate and communicate to his customers
- Collected valuable customer data
- Built a loyal customer base
- Affordable to run promotions to boost sales
- Could reward loyal customers
- Great support from Goody team
- Attribute to a 50% increase in café sales