FOOD ALLIANCE LOYALTY PROGRAMME
Helping Kepak to grow their Quick Service Restaurant market share and allowing them to communicate directly with their B2B Customers, helping to influence their purchase decisions.
Chilli Pepper developed a B2B customer insight-led Loyalty Strategy and Business Case that helped Kepak grow their Quick Service Restaurant market share and allowed them to communicate directly with their B2B Customers, in order to influence their purchase decisions.
Kepak is a global food company serving international retailers and foodservice household names with prime cuts of meat, on-trend food concepts, and ready-for-market convenience foods.
Their meat is sourced primarily from Bord Bia Quality Assured Farms, and their beef and lamb are pasture-grazed for most of the year and then are sold under their successful brands including Big Al’s, Rustlers, Black Angus, Celtic Beef and Hereford Beef.
Kepak’s Foodservices Division sells their products to a number of reputable Food Distributors across the island of Ireland, and these Distributors then sell them directly to a number of food outlets, including Quick Service Restaurants (i.e. Take Away and Fast Food Outlets).
With the Quick Service Restaurant market set to grow exponentially in Ireland, a key focus for Kepak was to identify ways in which they could get closer to the actual decision makers, i.e. the Quick Service Restaurant Owners and Operators, to influence their purchasing decisions.
The challenge was, that the personal and transactional relationship with the Quick Service Restaurant Owners and Operators was owned by the Food Distributors. As much as Kepak needed to get closer to these customers, they could not do anything that would jeopardise Kepak’s incredible relationships with their key Distributors.
Kepak had implemented a Loyalty Programme a number of years earlier called Gold Circle, but not having a solution to the above challenge meant that the only way that they could run their Gold Circle Loyalty Programme was via their own Account Managers, who would visit the Quick Service Restaurant Owners and Operators in person every few months.
As a result, Kepak knew that something had to be done in order to build direct relationships with Quick Service Restaurant Owners and Operators.
Having already established the Gold Circle Loyalty Programme, Kepak were very clear about their new Loyalty asks and what they wanted their new Loyalty Strategy Partner to help them to do.
- Find a Loyalty Strategy that Distributors would want to be part of.
- Better understand Quick Service Restaurant Owners and Operators and have permission to communicate with them directly.
- Understand key trends and sales opportunities.
- Identify ways to recognise and reward both Quick Service Restaurant Owners and Operators as well as the Distributors for actively participating in the new Enhanced B2B Loyalty Programme.
As a result, Kepak appointed Chilli Pepper to develop their new Enhanced B2B Loyalty Strategy that was customer insight-led, strategically sound, and that would deliver focused business results for Kepak, whilst build long-term relationships with both the Distributors and Quick Service Restaurant Owners and Operators.
We approached the development of their Enhanced B2B Loyalty Strategy Project utilising Chilli Pepper’s proven 4 Stage Proprietary Strategic Loyalty Process. A process that would deliver a robust new Loyalty Strategy for Kepak that would meet the needs and motivations of their two very different B2B Customer Cohorts, supported by a strong Business Case, that would deliver significant business results and return on their loyalty investment.
Our trusted process gave us a very clear understanding of who Kepak’s B2B Customers were, what their ambitions, motivations, needs and loyalty triggers were, and the key ‘must haves’ that should be included in the Enhanced B2B Loyalty Strategy.
After reviewing all of the research findings and identifying key actionable insights, Chilli Pepper developed the Enhanced B2B Loyalty Strategy and Business Case for Kepak.
Once sign-off was received by Kepak, the Food Alliance Loyalty Programme was born.
The award-winning Food Alliance Loyalty Programme has grown from strength to strength, proudly winning the B2B Marketing Award at the All Ireland Marketing Awards, and Best B2B Loyalty Programme of the Year at the Irish Loyalty Awards.
Kepak continue to have ongoing Strategic Loyalty Advisors in Chilli Pepper, which they call on when and where they need our strategic support and guidance the most. The extent of our involvement in individual activities is entirely up to Kepak. This way of working allows Kepak to select the projects that they believe Chilli Pepper will provide the greatest input and guidance with.
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