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Seafood chain reels in guests with new loyalty program

CLIENT Specializing in seafood, McCormick & Schmicks Seafood Restaurants are an upscale national restaurant group. The company is growing quickly, with more than 65 locations throughout the country and a loyal customer base of both corporate and leisure personal diners. CLIENT CHALLENGE McCormick & Schmicks recognized that they had a loyal following. By developing a loyalty program, they could capitalize on their customers affinity, reward their loyalty, increase the frequency of their dining experiences and expand M&Ss share of business. ENTER DIAMOND MARKETING SOLUTIONS Diamond Marketing Solutions was asked to create and launch a McCormick & Schmicks Frequent Guest Program. From start to finish, we have become an extension of their marketing team. We provided a full menu of services, including initial consulting, creation of the business plan, developing operating procedures and budgets, program launch, and program maintenance. We also developed point-of-sale materials to help promote the program at individual restaurant locations, as well as the writing, design, warehousing, print, lettershop and fulfillment of all other program materials. Other services included designing the rewards structure, creating a customer communication plan, and developing a secure website for internal communication. TASTY RESULTS! Within 5 months of launching the loyalty program, McCormick & Schmicks was already halfway to their membership goal. In addition to building a more loyal customer base and increasing their restaurant visits, they now have a rich, robust database to use for future marketing efforts. By using Diamond Marketing Solutions to manage the program, they complemented their marketing team, allowing more time to be focused on other marketing and promotional activities.

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