For bakery owners wondering where to devote their marketing efforts most, Donna Josephson, chief marketing officer of Corner Bakery Cafe, suggests that you examine the amazing power of the eClub.
“Our eClub membership is now 1 million,” says Josephson, who is also senior vice president for the 183-store chain based in Dallas. “This is our loyalty program. We know what interests our guests and we talk to them every day.”
Corner Bakery’s eClub serves as a cost-effective digital engagement tool that enables the company, which was named by TripAdvisor in 2019 as the top restaurant chain in the US, to interact with customers and to offer specials that reward loyalty.
“It’s not always about having a big budget,” Josephson says. “You would not believe how much people scramble for a $20 gift certificate.”
Founded in 1991, Corner Bakery serves fresh from the kitchen food for breakfast, lunch and dinner. The seasonal, ingredient-inspired menu ranges from hot breakfast and grilled panini to salads, signature sandwiches, mouthwatering sweets and more. Favorites include the crave worthy Berry Almond Swiss Oats for breakfast, the grilled Chicken Pomodori Panini for lunch, Pesto Cavatappi pasta for dinner, and a slice of rich, flavorful Cinnamon Creme Cake for a sweet treat.
Corner Bakery is crafted for today’s lifestyle. Guests can make themselves at home in the cafe or utilize online ordering, allowing those short on time to stop in quickly and skip the line. In select locations, guests can also order delivery off the cafe menu through Corner Bakery’s website, use convenient Goodness-to-go pick up stations, or be alerted via pager when food is ready for dine in.
“We are really all about brightening people’s day through the food,” Josephson says.
Delivering electronic coupons to eClub members enables Corner Bakery to drive customer traffic and boost transactions. “These are profitable discounts for us,” she says. “For guests that are interested in us already, let’s reward them. If you have an affinity for us, we know we can drive traffic.”
Corner Bakery signs up many guests for its eClub when they visit the company’s website. At times, Corner Bakery will conduct an elaborate sweepstakes such as the “Trip to Italy Sweepstakes,” which awarded a grand prize winner a trip for two to Italy. This event generated 20,000 new signups to the Corner Bakery eClub.
Seasonal menus are another effective marketing tool. Corner Bakery recently introduced a new menu full of seasonal ingredients that satisfy sweet and savory tastes.”