CONNECTED
LAUGHTER IS GOOD
PROFILE
Market congestion also poses a challenge for the likes of GBK to differentiate through its marketing messages , something which Murdoch is all too aware . Indeed , a decision was taken some four years ago to channel the vast majority of GBK ’ s marketing budget into technology , a move which has given the company a massive head start with its app .
CONNECTED
Loyalty rewards , referral schemes and click and collect functions have allowed 1.5 million users to connect with GBK via their smartphones . Murdoch explains that one million of these are active customers who are on average 25 percent more loyal than those without the app .
It has clearly worked , and new functionality is being developed as we speak . A trial is currently taking place which is allowing customers to order from their tables via the app , saving a trip to what can be busy counters . Pre-ordering could also be rolled out at the push of a button , but Murdoch highlights operational challenges associated with doing this , not least on a financial level as it is not certain whether this would deliver much benefit , especially during busy walk-in periods .
Gourmet Burger Kitchen also offers something different when it comes to other means of marketing . While many casual dining chains offer vast amounts of vouchers to entice customers , GBK is reaping the rewards from periodic , all out freebies .
“ Every now and then we put a free burger in your pocket ,” Murdoch says . “ All you need to do is go in and spend £ 6 on other stuff and you have a free burger . We ’ ve seen redemption rates on this at around 10 or 11 percent , which is really unheard of in this kind of field . It is targeted and not carried out very often , but it has worked extremely well .”
LAUGHTER IS GOOD
Our conversation turns to the human side of the GBK business . So often cited by companies as their lifeblood , and rightly so , Murdoch is keen to demonstrate that Gourmet Burger Kitchen is walking the walk when it comes to valuing staff .
He explains how the core value ‘ laughter is good ’ forms a key
14 July 2017