Prior to creating a mobile responsive website for enhanced e-commerce traffic, we did a little research to bone up on consumers impressions regarding the A La Carte loyalty program. What we discovered was that few understood it was a gift card. Even transient cashiers and wait staff were quizzical when presented the card.
We set out to do one critical thing in our branding – make the card the hero! In past marketing, the card was never shown. Now the card is at the forefront of all communications, and as a result, has become a widely recognized icon in the community. Can you imagine Nike never showing their shoes? No way. So why be bashful about the A La Carte card?