Red Robin

Lighting a fire to attract burger lovers

It turns out that demographics don’t eat hamburgers, people do. So when Red Robin was ready to launch its newest burger creation, we ignored normal demographic segmentation in favor of a behavioral approach. But following the taste buds, we tapped into the habits and cues of burger lovers to create a loyalty program that lets customers have their burger and eat it, too.

Research
Loyalty

Tough Love

Standard demographics aren't a good predictor of burger consumption.

True Love

Burger lovers know what they love, and will be loyal to restaurants that deliver.

Foregoing normal demographic segmentation in favor of a behavioral approach, we tapped into the habits, cues and rewards to create a loyalty program that lets customers have their burger and eat it, too.