Loyalty management is a key challenge for Retailers. Join as Red Robin shares how they built a next generation loyalty platform leveraging Salesforce and Heroku Enterprise. Red Robin’s unique approach to guest service takes the royal treatment to the next level. A key component to guest service is their loyalty program. Red Robin understood that the secret sauce behind a successful loyalty program was the right technology.

1. Red Robin Royalty:
Journey to Transformative Technology
Evan Eakin, Vice President Information Technology, Red Robin
Bruce Sanchez, Director Segment Marketing, Salesforce

2. Safe Harbor
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3. Retail @
Featured Retail Sessions
17 Leading Retailers
across 23 Sessions
TODAY
Target: Best Practicesfor
Enterprise Integration
10:30am - 11:10am
George Zimmer Unveils
His Next Big Innovation
12:30pm - 1:10pm
Build Customer Loyalty with
Red Robin
3:30pm - 4:10pm
Macy’s Creates a Digital
Customer Experience
3:30pm - 4:10pm
TOMORROW
Shopper Engagement with
Suit Supply
8:30am - 9:10am
Target: Best Practicesfor
Enterprise Integration
9:30am - 10:10am
TOMS Engages Customers
While Doing Good
10:30am - 11:10am

4. Salesforce for Retail
TOMS’ Pop-up Experience
All Week!
Customer Success Showcase
featuring
Design Within Reach &
Retail End to End Demo
Westfield Mall Bespoke Area, 4th
floor
Sponsored by

5. Bruce Sánchez
Director Segment Marketing, Salesforce

6. Evan Eakin
Vice President Technology, Red Robin

7. Company Background

8. Business Opportunity
Brand
Strategy
Millions
2 out of
every 3

9. Business Challenge

10. Business Challenge
• Grow the program in new and innovative ways
• Polished Casual restaurants still in early stage of Transformative Technology moving
into Digital Intelligence age
• Barriers are changing – any business with a smartphone now has a point-of-sale
system or mobile app that can accept payments and gain rich customer data (aka
food trucks)
• For Polished Casual tech teams, crossing over into Transformative Tech requires :
• Technology in the restaurant and at the table
• Simple and intuitive technology platforms for software deployment,
application monitoring and system administration
• Focus on features and functionality and not on Dev Ops
• Cloud development skills
• Align service costs with business value

11. ROYALTY DEMO

12. Tech team: 3 dev + QA + BA

13. Enables Us To…
• Engage the guest in a more targeted manner
• Rapidly adjust to seasonality of our business
• Improve features and capabilities of the Royalty program
faster than before. Moving to 2-week release cycles is 6x
faster than previous architecture.
• Have easier collaboration between IT Operations and
Software Development
• Hear directly from the guest. 10x more feedback.
“Jennifer was very helpful with the
new machine. We are long time
Royalty reward customers and love
Red Robin. Yummmmmm!”
“It was fantastic as always! I like
the new payment system and
entering in Royalty program
info.”

14. Future
• Table technology now largest channel of Red Robin Royalty
registration. Extend more Royalty functionality to the tablet.
• Moving from Mobility age to Digital Intelligence age 2015 –
2025*
• Continue to alleviate friction points of the Guest experience
leveraging Guest360.
“There should be a way to scan your rewards card
on the Ziosk to check for available awards before
ordering”
*Source: Pacific Crest/KeyBanc Capital Markets Inc. Estimates, FactSet, Worldbank

15. Future Continued…

16. 1
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17. thank y u