Frankie and Benny’s are one of the UK’s largest restaurant brands with hundreds of locations across the UK. 3sixfive began working with the brand in 2019, managing their communities on social media and supporting their social media strategy.
Frankie and Benny’s were eager to develop a database of ‘Top Fans’. Top Fans to Frankie and Benny’s are guests who are passionate about the brand, regularly engage and also regularly visit their restaurants. 3sixfive were asked to identify these guests on social media, build a community and suggest a tracking system to really assess how frequently these guests were engaging with the brand.
Alongside the Top Fan competitions, measuring frequency of visit and average spend, 3sixfive have also worked with Frankie and Benny’s to use their Top Fans as a sounding board for new menu items, campaigns and partnerships. Not only does this provide the brand with qualified guest feedback, it also rewards and creates greater brand affinity which ultimately will lead to greater brand advocacy among Frankie and Benny’s Top Fans. Examples of this include, inviting Top Fans to an exclusive pizza making event and pre menu launches.