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Case Study: QUARTERDECK

With 6 popular beach bar and grill locations in South Florida, Quarterdeck is a Florida staple when it comes to great tasting seafood, steaks and ribs in an open atmosphere. Their brand is rooted in the belief that “customers don’t just eat [in their restaurant]; they hang out”. This being said, making a “personal connection with customers” is their mission. That attitude is reflected in every aspect of their design, featuring old marine equipment‚ surfboards‚ framed photos of customers and their families‚ and huge saltwater fish tanks that make you feel like you are in a family home.

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The Challenge

In hopes to extend the customer experience beyond the bar and grill locations, Quarterdeck’s founder decided to build a loyalty list and start an e-newsletter. Initially, they were relying on staff and guests to fill out comment cards, which quickly proved very unsuccessful. Paper comment cards are great if the staff consistently promotes them and the guests have the desire to fill them out. However, the success of this system was not what the Quarterdeck’s management team had hoped for.

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The Approach

It was only fitting that Quarterdeck’s rich customer experience was enhanced with the benefits of GoZone’s Smart WiFi. Now, guests were able to connect to WiFi by entering their email address or social media logins one time, since Smart WiFi will remember the guests login credentials every time they visit. GoZone’s Smart WiFi was installed in all of Quarterdeck’s locations, and our instant offer email option promised to take care of the nurturing aspect of marketing, improving campaign’s reach and increasing open rate.

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The Result

Quarterdeck’s purposeful approach to every detail of the customer experience with the addition of Smart WiFi for guests is paying off significantly. In the first month, each of the 6 locations averaged 600 new email addresses that are being used by their marketing department to include in a growing list of e-newsletter recipients. In addition, GoZone’s Smart WiFi allows Quarterdeck to keep track of returning customers and make targeted email lists to loyal fans.

Today, Quarterdeck is adding +3600 new e-mail addresses each month which has translated into highly improved loyalty campaigns and greater brand visibility which would not have been possible had not they switched from their paper guest card system to Smart WiFi.

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