Texas Roadhouse, founded in 1993, is a growing restaurant company operating in the casual dining segment. Today, the Company operates over 580 restaurants in 49 states and 9 countries, including 555 Texas Roadhouse restaurants and 25 Bubba’s 33 restaurants. The estate is a mixture of both managed and franchised sites.
Having recently rolled out a complete Ruckus Wireless infrastructure, including 109 access points across 37 of their managed venues, the operator was looking for a way to harness the capabilities of their guest Wi-Fi network to allow them to collect customer data to help enhance their marketing activity. With large volumes of customers visiting the restaurants each day, the marketing team were looking for a solution that would enable them take their digital capability to the next level by using the Wi-Fi data to personalise their engagement with customers.
The key requirements included user-friendly guest login options, the ability to collect both guest demographic data and contact details, including email and cell phone numbers. In addition, the chosen provider needed the capability to push the data directly into Fishbowl, their existing guest marketing and CRM platform.
To meet their requirements, Texas Roadhouse selected Wireless Social to implement their guest Wi-Fi authentication and analytics platform. The Wireless Social cloud-based solution integrates natively with most leading wireless hardware, including Ruckus. Due to the ease of installation on the existing equipment, Wireless Social were able to complete the rollout remotely, with each site taking only a few hours to deploy.
Once enabled, the Wireless Social’s dedicated team set up and configured all of the available features, ensuring the service was as ‘light touch’ as possible for the restaurant operator so that they could focus on conducting their day-to-day activities.
The features available in the Wireless Social service include a branded user login page with a drag and drop design tool, social media login options with the ability to gather key customer data, such as name, email address, location, demographic profile, and interests, a customisable registration form, and the ability to direct users to promotional pages or social media sites.
All of the data collected is available in the Wireless Social reporting dashboard where the operator can view key performance metrics such as number of Wi-Fi users, busiest venues, users by day, user demographic breakdown, and a complete CRM section where the guest profiles can be viewed.
Wireless Social also have a longstanding partnership with Fishbowl and a direct API integration, enabling all of the data collected to be pushed each day into email marketing lists for each of the venues to enable targeted guest engagement campaigns to drive more repeat visits from existing customers.
Wireless Social provided Texas Roadhouse with a friction-free deployment of a secure Wi-Fi connection across a number of their restaurants, whilst also providing the tools they need to increase their data collection, and to personalise their guest engagement. Since the installation, Texas Roadhouse have seen over 198,000 customers connect to the Wi-Fi which has generated around 127,000 new contacts which can be included in the ongoing marketing campaigns. Over the past 12 months, Texas Roadhouse have also seen a steady increase in the number of returning customers to their restaurants when we compared the number of return visits, month on month, between January 2018 and January 2019.
“I am really happy with the ease of implementation, the exceptional service and the proactive thinking that the team at Wireless Social provides…
…We are also very excited to implement some of their exciting new features such as Tripadvisor Review Express where we hope to boost our review collections, plus integrating the data collected with our social media advertising to reconnect with our guests after they’ve visited”
Kelly Masden, Senior Manager of Brand Loyalty