Through the Friday’s mobile app, Stripes members can use their smartphones and check and request rewards, as well as show Stripes rewards certificates to the server. The updated mobile app is a great way for the company to build loyalty.

“We know our guests are always staying connected with their mobile phones, so we wanted to meet guests where they are, and make sharing with them as seamless as possible,” said Ricky Richardson, chief operating officer at T.G.I. Friday’s.

“The app is all about enhancing our guests’ experiences, both in the restaurant and on-the-go, in an easy, seamless way,” he said. “Our millions of Give Me More Stripes members expressed a desire for the app to integrate with their Stripes points, so that’s what we’ve done with this latest update.

T.G.I. Friday’s guest recognition program, Give Me More Stripes, rewards loyal guests with great deals and fun events year-round, creating an engaging customer experience.

Mobile enhancements
Via the app, consumers can find the nearest Friday’s location, browse the menu, settle the bar tab and share updates about happy hour, special drinks and menu promotions through social networks such as Facebook and Twitter.

Additionally, Stripes members can request credit for their visits by simply scanning the bar code on their receipt.

Friday’s customers who are not Give Me More Stripes members can use the mobile app to learn more about the program and sign-up on the fly.

Those that sign-up can get a free appetizer or dessert coupon.

“We are pleased with the results thus far,” Mr. Richardson said. “We had over 100,000 downloads of the app prior to the new release and have received an overwhelmingly positive response from both guests using the app as well as our staff.

“Following the release of this latest update, downloads of the app have increased 52 percent and usage of My Friday’s Tab has increased significantly,” he said. “We have also seen an increase in new member sign ups into the Give Me More Stripes program through the mobile app.

“We knew mobile usage was high among our guests, but these results show embracing mobile technology as a company was the right decision for our guests and our business.”

Rewards for all
Updating an app to feature rewards is a smart move on Friday’s part. Nowadays, consumers are all about loyalty.

By providing this added feature, the company is able to connect with its customers on a deeper level.

“Our guests come in because of the energy and vibe of our bar, as well as our craveable, shareable appetizers and indulgent menu options,” Mr. Richardson said.

“And, our guests want to share that Friday’s experience, both with others in the restaurant, and with their friends on social networks,” he said. “The app extends the Friday’s experience in a way that is relevant to our guests, and gives them quick access to information they want – whether closing their tab at the bar, cashing in Stripes rewards or finding the closest Friday’s restaurant when on-the-go.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York