Eurest, a division of Compass Group, has launched eDine, a mobile device app designed specifically to appeal to millennial customers of the company’s corporate dining services. In a release announcing the app’s launch, Eurest noted that millennials, who currently account for 22 to 24 percent of restaurant spending, are expected to constitute upwards of 40 percent by 2020.
"We developed the eDine app to connect with our guests in an easy, convenient, fun and rewarding manner as well as provide targeted communication to promotions and events in the Café," said Lisa Lahiji, Eurest’s vice president of marketing, in a statement accompanying the release announcement. "Clients like that we have listened to our customers and developed a strategy to reach non-users and make our current users experience even better."
The app was developed using data from numerous focus groups conducted by the Eurest Onsite Insight team where customers were asked what they were looking for in a dining experience and how best to communicate with them. As a consequence, the app is focused on key millennial attributes like gaming, frequency rewards, news feed, push notifications and a 'refer a co-worker' feature.
"One of the first to adopt the app, a technology-focused company in San Diego, has already seen a large increase in users in the past 6 months," said Regional Marketing Manager Tatianna Emerson in the same release. "Since its inception, the user-base has grown significantly month over month, with its first month showing 43% user growth and at least 15% growth each consecutive month."
Contact Mike Buzalka at [email protected]