IHOP is taking an influencer-led approach to touting its first loyalty program. Prioritizing social media and creators suggests the chain is trying to reach a younger crowd of consumers that have drifted away from casual dine-in experiences.
Click here to read the story at restaurantdive.com.
Discussion Questions:
- What is brand loyalty?
- Why is brand loyalty important to restaurants like IHOP?
- What is a loyalty or rewards program?
- Do you think rewards programs help companies to build brand loyalty? Why or why not?
- Why do you think IHOP has not launched a rewards program before?
- What is influencer marketing?
- Based on information from this story, describe IHOP’s strategy for launching the rewards program.
- Why do you think they are leaning on influencers to launch this campaign?
- What is cryptocurrency?
- What are Pan Coins?
- Why do you think IHOP incorporated an element of crypto as part of its rewards program? Be prepared to discuss your answers in class.