Case Study: Burgerville’s Receipt Coupons

Burgerville

Burgerville is a popular quick-service hamburger chain with 39 locations throughout the Pacific Northwest. They offer a wide selection of menu items, including burgers, shakes and salads, and they demonstrate their commitment to the community by sourcing local products. They enjoy a very positive reputation in the community.

Challenges

In order to better serve their customers, and help them create healthy eating habits, Burgerville wanted a solution to provide nutrition information to customers. They felt that generic postings of calorie counts were not enough for their customers. Instead, they wanted a way to engage with customers by providing specific, comprehensive information related to each customer’s meal.

Burgerville also recognized that by presenting their customers with this service, they had the opportunity to stand out in the market. By going the extra mile in serving their customers, they anticipated that they could improve customer loyalty, which would help them establish thought leadership in the industry.

They also had a goal to find a nutrition solution that they could leverage to provide additional revenue. The system they chose would need to provide a measurable ROI. The ideal product would also be one that they could integrate into their current infrastructure.

Solution

To meet their marketing goals, Burgerville decided to implement the SmartReceipt Nutricate system. Not only did it provide the features they were looking for as far as disclosing nutritional information, but it also provided dynamic coupon capabilities, which would enable them to use the system as a new marketing medium.

“We chose the Nutricate SmartReceipt system because we believe it’s what our guests want,” stated Kyle Dean, Burgerville CEO. “We believe that our guests want to know about the specifics of their meal, from ingredient quality and sourcing to nutritional value. Because our guests are so creative in the way they request their meals, we needed a system that allowed them to measure what they’ve created.”

In the push for customer retention and increased return rate, Burgerville felt that customers would respond favorably to this targeted messaging.

Results

Burgerville established four measures by which to judge the effectiveness of their program:

• Customer surveys: The results of over 600 in-person surveys revealed that 84 percent of customers liked or loved the receipts, and 79 percent said the receipts helped them better understand their options. Additionally, 61 percent said it improved their perception of Burgerville.
• Media response: When the SmartReceipt system was launched, over 200 media outlets picked up the story, ranging from local television stations to social media websites. The response was overwhelmingly positive, even among national media — Restaurant Business called it one of the best 20 inventions in 2009.
• Coupon ROI: Three currently promoted items were selected to measure ROI. Overall redemption increased by 372 percent, compared to the period before the SmartReceipt implementation. The sales increase provided an ROI of 564 percent over the measurement period.
• Impact on specific menu items: The nutritional education influenced customers to choose healthier food. Burgerville experienced a 20 percent increase in healthier desserts ordered at the pilot location, as well as a 12 percent increase in orders for salads.

Given the success of each of the metrics they established, Burgerville felt confident in the results of the SmartReceipt implementation. They decided to roll out the SmartReceipt software to each of their locations.

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Burgerville’s Nutricate Receipt Program

Burgerville Provides Guests with Customized Nutrition Information and Health Facts

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