3 Considerations When Naming a Rewards Program

Bravo Brio Restaurant Group (BBRG) has at last found the right rewards rhythm after launching, testing, and then relaunching its rewards program. After putting a lot of resources into discovering what works best for their audience, BBRG’s program structure now suits the needs of its customers. The catchy name seamlessly ties everything together: Eat, Repeat, Reward. Naming a rewards program is a delicate task, and BBRG totally nailed it on all fronts. Here’s why:

It’s self-explanatory. The program title actually explains how the program itself works: You eat at their restaurants, then do that again, and then after five visits you receive a reward for $10 off on your sixth visit. This helps to eliminate confusion when servers or staff members are explaining the program to customers. A straightforward name reflects a clear value proposition.

It’s familiar. “Eat, Repeat, Reward” sounds like the clever sister phrase to the “Lather, Rinse, Repeat” instructions that we see on the back of our shampoo bottles. This subconscious sense of familiarity with the phrase makes it feel more commonplace, as if it’s been around for a while and already has credibility.

It’s flexible. Because BBRG has two separate Italian restaurant brands under one program, a non-branded program name can better cater to the needs of each audience.

But, the name is just the tip of the iceberg in this success story. Bravo Brio Restaurant Group’s own Hal Rundell spoke about the many steps in the journey that brought BBRG to where it is today in an exclusive 30-minute webinar. With both a presentation and an ask-the-expert Q&A session, you can hear Hal discuss the brand’s mobile app, employee training on the rewards program, and everything in between.