Transforming Guest Experience and Increasing Revenue: Luna Grill's Success Story
Learn how Luna Grill enhances guest loyalty and accelerates growth by teaming up with unPLUG.
Introduction
Luna Grill, a popular Mediterranean fast-casual dining chain with 50 locations across California and Texas, is celebrated for its fresh and vibrant flavors. Dedicated to bringing family and friends together over delicious meals, Luna Grill is an agile industry leader with ambitious growth plans. Recognizing exciting opportunities to amplify both growth and guest engagement, the chain aims to elevate its dining experience even further.
Defining The Opportunities
Luna Grill launched an ambitious expansion plan, leveraging advanced technology to drive a digital transformation focused on creating a seamless, personalized guest experience. Their goals included rapid market growth, stronger brand presence, and increased customer loyalty.
To boost engagement and sales, Luna Grill aimed to enhance the first-party experience, streamline interactions, and gain deeper insights into loyalty metrics. This emphasized the need for a comprehensive solution to improve guest interactions and operational efficiency.
These initiatives aimed to set a new standard in fast-casual dining. Luna Grill’s focus on digital innovation underscored their commitment to outstanding service and establishing themselves as a leader in the digital dining landscape.
Collaboration and Strategy Development
unPLUG partnered with Luna Grill to deeply explore opportunities for creating a top-tier digital experience for their guests.
Through collaborative workshops with Luna Grill’s marketing leaders, IT team, culinary experts, and operators, unPLUG identified essential areas for enhancement, including strengthening guest loyalty, expanding SMS marketing, and increasing engagement with Limited Time Offers (LTOs).
They also highlighted significant potential to optimize first-party experiences by reducing friction and improving application performance visibility.
With these insights, unPLUG developed a comprehensive set of requirements tailored to Luna Grill’s specific needs. This collaboration produced a strategic plan centered around the unPLUG platform, providing a holistic solution. The partnership created a clear roadmap, enhancing guest interactions and boosting operational efficiency for Luna Grill.
Building a tailored first-party ordering experience
unPLUG leveraged its cloud-native platform to design a first-party experience uniquely tailored for Luna Grill, drawing guests into an advanced, seamless digital journey. The unPLUG platform’s flexibility and robust integrations allowed it to adapt to Luna Grill’s specific needs, delivering a cutting-edge solution.
This custom setup offered a smoother ordering process, boosting Average Order Value (AOV), and enabled simpler payment options like Apple Pay. It also streamlined loyalty account creation, improved access to gift cards, and integrated built-in customer support—all seamlessly embedded within Luna Grill’s existing technology framework.
Enhancing marketing and data insights
The new mobile application enabled Luna Grill to optimize omnichannel marketing efforts through Deep Links, guiding users seamlessly through the ordering process from any digital channel. This approach resulted in increased loyalty, higher engagement with Limited Time Offers (LTOs), and improved conversions.
The unPLUG platform provided valuable data insights, allowing Luna Grill to measure and better understand guest interactions. This data-driven approach empowered Luna Grill to explore new marketing strategies continually and enhance the overall guest experience.
“We have ambitious goals at Luna Grill to offer a digital experience that is just as high quality as the food we serve. In an age where technology is ever-changing, it was important to us to find a partner willing to continuously adapt as our needs evolve with the industry. unPLUG's partnership is one-of-a-kind. Through consistent collaboration, we are supported with the tools we need to optimize and adjust our digital strategies based on real-time data, guest engagement, and the emerging needs of the business.”
What’s next
Building on the success of their partnership with unPLUG, Luna Grill is well-positioned to scale operations, with new restaurants opening in 2024 and more planned across California and beyond in the coming years. Using high-value insights from the unPLUG platform, Luna Grill aims to refine their Limited Time Offers (LTO) strategies to better resonate with their customer base, bringing fresh concepts directly to guests.
Additionally, Luna Grill is rolling out advanced menu recommendations with AI-powered upselling from unPLUG. This feature analyzes guest preferences and purchasing patterns to provide personalized meal suggestions, enhancing the dining experience and boosting Average Order Values (AOV). Stay tuned for more exciting updates from the Luna Grill and unPLUG partnership.