Since we originally planned to run a story about Dining a la Card (way back in October of 1996), things have changed dramatically. Now Dining a la Card is in the business of promoting merchants, as well as rewarding customers and reps.
If you're unfamiliar with Dining a la Card, it is an automatic rebate service that offers customers cash back on dining and other services. Dining a la Card members can frequent participating restaurants or visit hotels, comedy clubs, and cruise lines. All of their purchases are automatically tracked through their credit card so the merchant doesn't have to deal with paperwork or training and the member doesn't have to present coupons. The transaction is processed just as any other and the customer receives their rebate immediately. Merchants can monitor the success of the program through weekly activity reports, which contain:
- The number and percentage of repeat visits during the same month from members.
- A percentage increase in annual credit card sales.
- The average ticket size of Dining a la Card members versus non-members.
- How many Dining a la Card members do not live in the establishment's demographics.
The merchants don't pay for anything (including the marketing and promotion) until Dining a la card delivers a paying customer. There is a Percentage Plan and Cash Plan so merchants can choose which payment plan best suits their needs.
According to Dining a la card, with the program,
- Consumers spend more than usual.
- Restaurants are listed in company and co-branded national directories, resulting in free publicity and marketing.
- The establishment's picture and menu are presented on the Internet.
- The business is listed in a Fax-Back Service, which allows members to locate restaurants by fax when traveling. The business is also listed in an Audio Directory which members access via a toll-free number.
Businesses are marketed on the Web site at http://www.dalc.com.
What's in it for Me?
Currently, there are more than 7,000 Dining a la Card merchants and the company is looking for national ISOs to represent the product. ISOs can earn commissions with Dining a la Card. They can also generate add-on sales to existing merchants without additional costs. For details about the benefits of Dining a la Card, call Chris Pietsch at (800) 722-4052 ext. 4703.
