Call a sales representative: 1-877-331-2900
Cameron Mitchell Restaurants Increases Sales & Business Opportunities with Opticard
Founded by entrepreneur Cameron Mitchell in 1993, Cameron Mitchell Restaurants has built a diverse portfolio of varied concepts, ranging from multi-location upscale destinations to single neighborhood favorites. Today, Cameron Mitchell Restaurants feature nine concepts with 33 restaurants in nine states.
Cameron Mitchell Restaurants Switches from Paper to Plastic
As part of its initial marketing plan, Cameron Mitchell Restaurants used paper gift certificates. However, management quickly discovered that the certificates were difficult to track and manage. “I’m always concerned about costs and financial controls, and it became clear that paper gift certificates had drawbacks in both of these areas,” said Diane Rimkus, CFO of Cameron Mitchell Restaurants. “We saw that gift cards were becoming widely accepted, and could address the problem of refunding balances on the unused portion of a gift certificate.We also felt that gift cards look more professional and are more customer-friendly.”
Once Cameron Mitchell Restaurants made the decision to implement a gift card system, they set out to find a supplier. “We chose Opticard for two primary reasons. First because of their strong customer referrals and second because of their core focus in providing gift card services to restaurants and specialty retail operations,” said Rimkus. “We wanted dedicated experts, not a provider selling an offshoot of some other business.”
Opticard Offers Immediate Benefits
Cameron Mitchell Restaurants realized immediate benefits after switching from paper gift certificates to gift cards. “We saw a significant increase in revenue from gift cards within just a few months,” said Rimkus.
Today, the annual growth of gift card sales outpaces Cameron Mitchell Restaurants’ total revenue growth. Moreover, the overall cost of gift cards has turned out to be lower than the original paper certificate system.
In addition, Opticard provides Cameron Mitchell Restaurants with online tools and security measures that have helped the company reduce fraud and shrinkage. The tools also provide Cameron Mitchell’s financial officers with a solid understanding of issuance and redemption trends at all locations. “When they were paper, they were ‘live,’ like cash, and it was hard to keep track of sales and to understand how they were being used,” said Rimkus. “The new online reporting tools have positively impacted our financial control over the program.”
Opticard Provides Customization and Promotional Opportunities
Opticard offers rich functionality that Cameron Mitchell Restaurants continues to integrate into operational procedures. “We have a very good relationship with Opticard, and frequently solicit their assistance to create special programs that align with our specific business processes,” said Rimkus. “We created a Frequent Diner Program, which allows us to track usage and gain better insight into customer behavior. We take full advantage of the Opticard system every year and have adopted func- tionality beyond just the basic gift card.”
“With gift cards, we have a product that is more upscale, features our distinctive imprint and is a high-end gift,” said Rimkus. “So it now makes sense to promote them widely. During the holiday season, we broadcast TV commercials and post large billboards advertising our gift cards.”
Cameron Mitchell Restaurants runs a promotional campaign over the holidays, which allows anyone who buys a $100 gift card to receive an additional $25 companion card for their own use. Since the companion cards are only valid during January and February, the restaurant has experienced higher traffic during the otherwise slower post-holiday months. Moreover, most people using the gift card spend well over the $25 amount.
Corporate and Web Site Sales are Booming
Customers have reacted very positively to the Cameron Mitchell gift cards. As such, the restaurant has had great success selling its gift cards through all corporate channels. “We now sell our gift cards to all types of businesses,” said Rimkus. “Groups such as doctors, real estate agents and salespeople often use them as gifts to clients or as a way to attract new business. This has been a great form of free advertising, and several Cameron Mitchell gift cards are now in the hands of people who might not otherwise be customers.”
Since these types of corporate sales occur year-round, they are a terrific way to even out the seasonality of sales. “There is no way we could manage a corporate sales program if we were using paper certificates,” said Rimkus. “The Opticard service lets us swipe the first and last card of a batch and the whole group is activated.”
Cameron Mitchell Restaurants has also been able to increase gift card sales via its Web site. “With our Web site, it’s easy for people anywhere to send a gift card as a holiday present,” said Rimkus. “This past year, we sold nearly 150,000 gift cards over the Web during December alone.” The Cameron Mitchell Web site is also integrated with the Opticard service so that gift card holders can check their balances online at any time.
Gift Cards are Here to Stay
“We started with Opticard when we were operating just four locations, and now we are 33 restaurants, with four new ones opening every year. We’ve changed other suppliers as we have evolved, but Opticard has kept up with us during this period of high growth,” said Rimkus. “From a CFO’s perspective, the financial controls have made gift cards worth it, and the service pays for itself with every card sold.”
