Interview between Gregg Majewski and Lettuce Entertain You CMO Jennifer Bell about setting a new standard for loyalty programs, tech-driven customer experiences, and future trends
On the latest episode of the Room for Seconds podcast, host Greg Majewski introduces Jen Bell, a seasoned marketer from Lettuce Entertain You with 25 years of experience in the industry. Jen discusses her journey from the restaurant industry to becoming a key marketing figure and highlights the challenges and strategies involved in marketing a diverse portfolio of over 50 unique brands. She delves into the evolution of their loyalty program and the development of their app to enhance customer experience, emphasizing the importance of personalization and seamless integration. The conversation also covers the shifts in consumer behavior, particularly in younger generations, and the innovative approaches to maintaining high standards of hospitality through technology.
Jennifer Bell, CMO of Lettuce Entertain You, took on the challenge of modernizing the company’s loyalty program to serve today’s consumer better. When she joined in 2014, the existing pen-and-paper system was cumbersome and outdated, deterring younger audiences from joining.
Jennifer explained, "We weren’t getting anybody under the age of 47 enrolling. I had to figure out the entry barrier, and at the time, it wasn’t a digital sign-up."
By developing the Lettuce Eats app, Lettuce Entertain You made the process seamless and accessible, particularly for a tech-savvy audience. The app not only allowed easier sign-ups but also enabled users to explore different restaurants, make reservations, and store gift cards—all in one place. This digital transformation brought convenience and engagement, reflecting a commitment to providing a modern, customer-friendly experience.
Jennifer Bell shared how Lettuce Entertain You aimed to go beyond standard third-party food delivery services by enhancing the digital experience for customers. While apps like DoorDash make ordering convenient, Lettuce Entertain You wanted to add more value for their frequent diners.
"We used Storefront, which is DoorDash's white label product... now your frequent diner information has passed through, so you're earning points on those orders, and you can use reward dollars for those orders," Jennifer said.
By incorporating features like one-click reordering, order history, and loyalty rewards, Lettuce Entertain You offered a more personalized experience that set them apart from other brands. This approach not only made ordering more convenient but also fostered loyalty through added incentives and a streamlined process, demonstrating the company's focus on delivering a frictionless and value-driven customer experience.
Jennifer Bell believes that loyalty programs need to adapt to the changing preferences of younger generations like Gen Z. The future of loyalty programs, she suggested, will likely move away from traditional apps toward more direct communication methods like SMS, which align better with how younger audiences prefer to engage.
Personalization and convenience are key, and brands must innovate to meet these evolving expectations. Jennifer pointed out the importance of understanding audience demographics: when Lettuce Entertain You launched their app, the average age of enrollment dropped from 47 to 38 within a year, highlighting the success of targeting the right audience. Moving forward, Jennifer envisions loyalty experiences that focus on making interactions seamless and deeply connected to customer needs, ensuring that guests feel recognized and valued.
Jennifer Bell is the CMO at Lettuce Entertain You Restaurants. Jennifer's contributions have been instrumental in the remarkable growth of our marketing department, both at the store and corporate levels. As a visionary leader, she skillfully oversees and manages all aspects of marketing, including PR, the highly successful Frequent Diner loyalty program, gift cards, data insights, digital and email marketing, social media, web, and graphic design.
Jennifer's journey with Lettuce Entertain You Restaurants started over 25 years ago when she began as a server at Maggiano's. Armed with a Mass Communications degree from Winona State University, through dedication and hard work, she quickly advanced through the ranks within the marketing department, showcasing her talents and passion for the restaurant industry.
Not only does she have a deep passion and a strong knowledge of the restaurant industry, but she has also been a thought leader and mentor in the marketing department, growing a strong team of creative thinkers. One of Jennifer's most remarkable achievements has been in bridging technology and marketing to elevate the guest experience. She takes pride in upholding Lettuce's reputation, fostering customer loyalty, and expanding our digital footprint. Jennifer's hunger for personal growth is evident as she continuously seeks knowledge and learning opportunities. Recently, she completed two Executive Education courses at Kellogg, delving into Crisis Public Relations and Digital Marketing Strategies.
Beyond her professional endeavors, Jennifer actively gives back to the community as a Board Member for Culinary Care, a non-profit organization with a noble mission of nourishing as many cancer recoveries as possible.
She resides in Evanston with her husband Mark, their son Gus, and their dog Rocky. Gardening, cooking, and dining out are among the delightful activities that bring joy to her everyday life.
Gregg Majewski has a vast amount of experience as a corporate executive in the restaurant industry. As the former CEO of Jimmy John’s, he played a major role in expanding the franchise from 33 to 300+ stores in just 5 years by surrounding the company’s marketing strategy around the innovative approach of delivering sandwiches and being “freaky fast”. Majewski has worked to develop restaurant concepts over the last two plus decades, before starting Craveworthy Brands in 2023, which currently includes a growing portfolio of restaurant brands.
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Room for Seconds is produced and published by Cali BBQ Media on behalf of Craveworthy Brands