There's lots of talk today about discounting or giving away product and there's
an entirely new avenue on the horizon for people to give away a franchisee's profits.
I've been following the restaurant industry's obsession with digital payment and
ordering. There's a code word in that business: "Loyalty". Not a new term in
marketing but what better way to make customers "loyal" than to provide them
with a app for their phone that's all about freebies and discounts?
By necessity these platforms will be controlled by the home office of the franchisor,
or worse, the advertising agency(s). How do franchisees monitor how much product
is being given away?