The winner of the QSR Media Best Loyalty Program and Best Digital/Technology Initiative awards highlights the significance of its customers to its products and campaigns.
QSR Media: Where do you see the opportunities in the QSR segment?
Boost: The QSR industry relies on efficiency and convenience, and with consumers lives getting busier and busier, there is a continuing opportunity for us to improve how we deliver these elements.
So far this year, we have opened 14 new stores, including the introduction of stores within fuel stations, improving accessibility and convenience for customers. We are also offering our customers zero wait time, thanks to the Boost app. The Boost app was launched last year and has over 500,000 users. The main benefit for customers is that they can choose their store, order their smoothies, select their pick-up time, then wander in and collect it on-the-spot.
QSR Media: What are your customers asking for?
Boost: We believe that whilst we might run the Boost Brand, our customers are actually the ones that own it. Our customers are incredibly engaged and we take what they say into careful consideration with our product development. For example before we launched Kale into our range we asked our database if they wanted Kale in their smoothies. 90% responded yes, and Kale was launched.
As a brand, we strive to be generous and we recognise the value that a free Boost has with our customers. Our recent research has revealed that what our customers really respond to is a free boost, regardless of their age or lifestyle and this was even opted for over meeting Tay Tay.
We are currently running our "What’s Your Name" game campaign and we have had over 90,000 people register their name to be chosen, and over 90,000 new Facebook followers, waiting to see if their name comes up. We have given away over 50,000 Boosts so far. Throughout the year our Vibe club members receive a free Boost for their birthday and after every 10th Boost purchased. We now have over 1.4 million vibe members’ birthdays to celebrate with.
QSR Media: What’s new at Boost?
Boost: We are really excited to be launching a new smoothie range this November which has been developed to offer an abundance of nutrition. Each of the four smoothies offers a vast range of quality ingredients with specific health benefits. This is our Black Label range and our most premium range of smoothies ever launched at Boost.
And whilst perfecting the recipes for the black label range, we have been listening to our most loyal customers, and how they like their favourite smoothies. What we understand from them is that swapping or adding ingredients to their favourite smoothie is important to them. The latest update to the Boost app offers the ability for customers to customise their smoothie to suit their taste or to create their own juice.
QSR Media: Any other comments?
Boost: One thing we’ve learned is the importance of having real conversations with our customers. We use our various platforms as opportunities to listen to what they are saying and take their feedback into account when we develop new products or campaigns. This helps us to make sure we’re always giving customers what they want. During our What’s Your Name game promotion, we had some incredible audience engagement and customers were loving not just the clever and hilarious comments posted by our social media team but also the fact that our team was online when they were online – whether that was at 7am or 10pm – so they could converse in real time. This care factor is really appreciated by customers and we’ve seen our supporter base grow by almost 90,000 people in just three weeks.
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