relationship, which is transactional, but something more emotional,” Mears explains.
The app also attempts to entice millennial customers through gamification. A games tab in the app takes users to a menu of available games, which will rotate as different items are promoted, according to Mears. Currently, the games tab includes the evergreen “Stackin’ the Original” game, in which players stack meat on a virtual Schlotszky’s Original sandwich. By advancing past certain levels, users can earn more virtual bites toward their next discount. There’s also a more promotional digital scratch-off game, which offers prizes of different levels based on a randomly selected digital scratch-off ticket that users get by scanning a code on medium drink cups.
“We see the opportunity through the digitalization effect and the rise of smartphone usage, to things ultimately like online gifting, mobile payment and loyalty,” Mears says. “We’re already seeing incremental visits, and a significant increase in our guest check for those that come in and earn their points.” MQ
“ WE OFFER CUSTOMERS A CHANCE TO HAVE A DEEPER LEVEL RELATIONSHIP... SOMETHING MORE EMOTIONAL.”
—MARK MEARS, CMO, SCHLOTZKY’S
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