The restaurant industry is notorious for high employee turnover, costing eateries like Applebee's significant time and money for repeated employee recruiting and onboarding. To combat this churn, RMH Franchise Corporation, one of the largest franchisees in the Applebee's system, turned to gamification. The franchise created "Bee Block," a website powered by Bunchball, to drive employee loyalty and engagement. Upon hire, each employee is given a profile complete with a trophy case to honor their accomplishments and a page of leaderboards to see where they stand compared to their peers.
Whilst engaging employees, RMH found they could also increase food and beverage sales with gamified competitions, both within each restaurant and across the franchise. Legacy competitions required restaurant managers to collect and post data manually at the end of the night. The new gamified challenges are automated and broadcast in real-time via leaderboard screens placed throughout select restaurants. RMH has seen great success in the adoption of the program in 111 restaurants so far and plans to expand it throughout all of their 138 Applebee's restaurants this June.
This presentation by Robin Jenkins, Regional Marketing Manager at RMH, will address common challenges faced in the restaurant industry and demonstrate how gamification can be leveraged to drive not only engagement among hourly workers, but also sales, thereby reducing employee turnover costs, strengthening company culture and selling more Cowboy Burgers all the while!
Regional Marketing Manager, RMH Franchise Corporation
Robin Jenkins is a Regional Marketing Manager for RMH Franchise Corporation, one of the fastest growing restaurant franchise groups in the nation. As a Regional Marketing Manager, Robin is accountable for the execution of marketing programs for 41 of RMH’s 138 Applebee’s. Before joining the Marketing Team in 2014, Robin worked in Human Resources for RMH, specializing in employee and guest retention. With the help of company executives and the IT Team, Robin gamified the Applebee’s hourly employee experience through the creation of “Bee Block.”