Edible Beats is a group of 6 restaurants in Denver that sells over $250,000 dollars a year in online gift cards. We spoke with Jill Richter, their Operations and Financial Director about their online gift card program and their successes and challenges. Before diving into the details of that conversation, here’s a summary of the group and what they are all about:
Guest driven. Groove friendly. Gastronomically equal.
We’re into organic. Food that is locally grown. Not just locally grown food but locally grown community. Not just organic food, organic design and organic people. But Edible Beats isn’t about buzzwords. We walk the talk. Since we launched in late 2008, Edible Beats concept group has grown six-restaurants strong – Root Down, Linger, Root Down DIA, Ophelia’s, Vital Root, and El Five – and is known for responsibly grown and sourced, innovatively simple, vegetable-forward menus. Whether it’s our wind-powered buildings, or our 4,000-square-foot gardens in the middle of the city that supply our restaurants’ veggies, we’re always looking for ways to keep it real. And people enjoy us. We’ve been noted beyond the local news – from New York Times reviews to Cooking Channel stardom. Google us, you’ll see. Each Edible Beats restaurant thrives on inspired, upcycled design from their original buildings’ past lives: be it an adult video library turned boudoir-style gastrobrothel, a 1950s gas station turned mid-century neighborhood staple, or a mortuary turned eclectic LoHi gem. We at Edible Beats speak fluent flavor, celebrate diversity, and bleed integrity: in both the stories that we tell and in food that we serve.
Edible Beats went live with OneCard in May of 2017.
From May through November 14th, 2017 they sold 1071 total cards. Of those, 162 were a Physical Card, while 909 were Virtual or e-Gift Cards. From November 15th to the end of December, Edible Beats ran a buy $50, get $10 free promo. In that time they sold 1059 Virtual Cards and 485 physical cards resulting in a total of 2512 promo cards delivered. Total value of cards sold from launch in May to the end of 2017 was $256,064.00. $67,105.00 in value was sold as a Physical Card, while
$188,959.00 in value was via a Virtual or eGift Card.
Gift Card industry research shows that guests with a gift card spend 40% more than the value of the card. So, Edible Beats will likely see over $100,000 in additional revenue on top of the quarter Million in online sales.
Another important factor is that most customers will bring at least one other person with them on their visit to redeem a gift card. That•s more than 2500 extra guests in the door due to online gift card sales.
I talked to Jill Richter on January 10th to recap the year and discuss their successes and challenges. Here are the notes on that conversation.
What are some of the reasons why Edible Beats is so successful?
Well, besides being a popular brand in the Denver market, they do a great job of advertising that cards are available for purchase online. Advertising at the bottom of guest checks and with posters in the bathrooms that advertise their holiday gift promotions help drive purchases. For every $50 purchased, Edible beats offers a $10 bonus card for free. Edible Beats maintains an email list of customers and sends an email blast each holiday season announcing the bonus card offering. The link for gift cards is also very easy to find on their website and they advertise the promo on social media.