Friendly’s Ice Cream to launch new loyalty program

by: Nichole Gunn March 21, 2012

Friendly's Ice Cream, a restaurant company with more than 7,500 retail locations, recently announced plans to launch a new MICROS webOrdering and loyalty program. The move was made in an effort to enhance customer relationships and attract new patrons through the convenience of web-based ordering.

To support its dedication to customer reward programs and loyalty, Friendly's will deploy the MICROS webOrdering platform along with MICROS iCare Customer Relationship Management solutions. Doing this will allow the company to increase its sales via new distribution channels, including off-site ordering.

"We sought a reliable and cost-effective product for our online ordering solutions, and found this with MICROS webOrdering," said Richard Del Valle, vice president, restaurant operations support. "As MICROS webOrdering is a fully integrated component of the other MICROS products we utilize, all transactions and database changes are monitored through one technology partner. We continue to look for opportunities to leverage the MICROS platform, which is the backbone of our store-based technology, and are excited about its advanced solutions for providing the technologies we require to support our growing customer-based initiatives."

Customers will soon have the ability to place their orders on the internet, where they are then rerouted to the MICROS point of sale system and processed as a typical carryout request, ensuring that the restaurant staff and workflow is unencumbered. The platform is currently being piloted in four of the company's locations with plans to roll out completely by June.

"Friendly's has been a great partner of ours for many years, and we are excited to be moving forward with MICROS webOrdering and MICROS iCare to help build Friendly's customer base and provide more access and awareness of product offerings," said Jeff Pinc, vice president of MICROS Major Account Restaurants.

Customer loyalty initiatives are continually finding a greater presence on the internet. Belly, a new take on customer loyalty, started in Chicago and is set to launch in Austin, Texas. Participating merchants allow consumers to earn points that can be stored on a single card equipped with mobile app access. Points can be redeemed at a number of businesses, thus reducing the number of loyalty cards consumers typically carry to one all-encompassing card that works with a number of participating stores.


About Nichole Gunn

Nichole Gunn is the VP of Marketing at Incentive Solutions, an Atlanta-based incentive company that delivers advanced, agile B2B customer loyalty and channel sales incentives programs.