You know those Facebook friends who irk you because they are constantly posting pictures of what they are eating? Well, get ready for more as a new online dining discount program is rewarding them for it.
iHeartDining.com, the brainchild of digital marketing professional Daryl Eames, quietly launched in 2013 as a new way for restaurants to market themselves online by getting customers to do most of the work.
Instead of offering an online coupon customers purchase at a discount, which Eames says restaurants tend to lose money on and see a low rate of return business, iHeartDining puts together a customized discount package that not only encourages customers to come back, but incentivizes them to promote the restaurant. Instead of a “one and done” coupon offered by other discount sites, iHeartDining customers can buy a package that includes a variety of discount options for a restaurant that encourages them to return and rewards them for their social media posts.
To use a discount, diners may be required to post a picture of their meal on social media, check in with Foursquare or bring a companion. Restaurants post the packages for a limited time before rolling out a new package of discounts to keep diners engaged. However, deals, while limited in quantity, never actually expire, Eames says, allowing diners to use them at their convenience, even if that is long after they are claimed.
“We’re trying to change how incentives are used,” Eames says. “While giving a discount, we incentivize you to share with your friends and family—your sphere of influence.”
The Manchester-based company also has a referral program for diners who have friends who purchase packages through iHeartDining.com, rewarding the diner with points toward a free discount package. Packages cost between $10 and $25.
The online restaurant marketing company also helps restaurants promote themselves in other ways. It has a blog with profiles of member restaurants as well as video interviews with chefs and employees or of special events. It links its own social media to that of member restaurants, helping to push their posts out to iHeartDining.com’s fans, Eames says.
“Restaurants struggle with advertising,” Eames says. “We’ve set up an online community of self-professed restaurant lovers and share stories of restaurants with them.”
Eames says iHeartDining has about 10,000 users and 20 participating restaurants in Bedford, Manchester and Peterborough, including Ipswich Clambake, Milly’s Tavern, Mint Bistro, N’Awlins Grille, Purple Finch Café, XO on Elm, and Zaboo.
iHeartDining donates 5 percent of every purchase to a charity of the customer’s choice. While Eames would not disclose specific revenue figures, he says the business did better than he anticipated in the first year and expects 300 percent growth in the coming year. His goal is to add 40 to 50 restaurants and eventually enter the Boston market.
“It’s a new concept and we’re trying to grow in a measured way. We want to offer discount packages that work for our fans as well as our restaurants,” Eames says.