The Token

How has this idea enhanced your club's operation, etc.?

With multiple dining outlets we typically see more traffic to one over the other. With the increase in families looking for quicker-service, family style dining we experienced a loss in attendance to our formal dining outlet, the Chophouse. We were inspired to create an idea to drive some intrigue and excitement to that venue. The idea is that we would send members a coin that they would bring in to the dining room and trade their coin for a chance to draw from a box of various prizes. The prizes ranged from a complimentary entrée or dessert, to a Chef’s Table dining experience, to a 60-minute massage or personal training session, to a month of complimentary membership dues. The majority of the box consisted of items such as complimentary dessert, entrée, wine, corkage, etc. for the members to use at their next visit. We did two “rounds” of this- essentially driving each participating member to utilize the dining area at least four times. 1. Upon receipt of their first coin. 2. To cash in their prize won at the first visit. 3. Upon receipt of their second coin. 4. To cash in their prize won at the third visit.

How was this idea implemented, and what have been the club members' reactions?

In an effort to showcase our new Executive Chef, we developed the idea which we have termed “The Coin”. We mailed an invitation to join us in the Chophouse dining room- along with a custom coin. We instructed members to bring the coin with them on their next visit the chophouse. Using the process described above- members were exposed to the Chophouse dining facility multiple times- allowing us the opportunity to impress and dazzle with our exceptional service and culinary creations.

The members were intrigued by this program and we experienced an initial influx of dining room attendance as members eagerly anticipated the chance to potentially get a month of dues waived! It was always exhilarating when the Dining Room Manager would walk through the Dining Room to bring the drawing box to a table that was redeeming their coin. Nearby patrons who may not have heard of the promotion were intrigued and would inquire as to how they could get a chance to draw from the box.