Increase in table turn
Ruby Tuesday Hong Kong customer story
Learn how Cybersource and our strategic partners helped Ruby Tuesday Hong Kong to improve their customer experience through technology and offering contactless payments.
Contactless customer experience
How do you make your customers’ experience contactless and COVID-friendly, but still enjoyable? That was the challenge facing Ruby Tuesday Hong Kong, a leading restaurant chain and franchisee of American multinational Ruby Tuesday Inc. They run seven successful outlets across Hong Kong. When the pandemic hit, they had to dramatically accelerate their digital transformation plans in order to keep their restaurants open.
The challenge: rapid digital transformation
In late 2019, Hong Kong was already experiencing a slowdown in tourism and retail activities leading to fewer walk-in customers. When the pandemic hit in early 2020, those walk-in customers stopped overnight. Ruby Tuesday Hong Kong responded by dramatically accelerating its digital programme.
The plan was to enable customers to order online and pick up in the restaurant, and to use contactless payments such as PayWave. The challenge? Even online, today’s digital-savvy customers expect a customer experience that is more than just a transaction. So how could they go contactless and safe, while retaining the distinct character and dining experience that draws people to Ruby Tuesday Hong Kong in the first place?
And how could technology enhance the dining-in experience when the world returned to visiting restaurants again?
Cybersource, Tofugear, and Global Payments working together
There were two parts to this project, and for both, we worked with Ruby Tuesday Hong Kong’s technology provider, Tofugear, and our processing partner, Global Payments.
The Ruby Tuesday Hong Kong mobile app
The highlight of Ruby Tuesday Hong Kong’s digital transformation was their new customer-centric mobile app. Customers could browse the menu, order and pay, whether they were dining in or picking up during periods of lockdown.
The app used artificial intelligence (AI) to deliver personalised product recommendations based on a customer’s past orders.
The Ruby Tuesday Hong Kong loyalty programme
We also partnered with Tofugear to help Ruby Tuesday Hong Kong to set up their first omnichannel loyalty programme. Customers could sign up for membership privileges and discounts via the app. In return, the programme would allow Ruby Tuesday Hong Kong to deliver personalised marketing—ultimately getting more customers to order regularly.
The difference Cybersource made
16%
During periods when customers were allowed to dine in, Ruby Tuesday Hong Kong achieved a faster turnaround by speeding up service and payment and shortening waiting time.
22%
Increase in loyal member base
Ruby Tuesday Hong Kong nurtured existing customers by leveraging their mobile application and loyalty programme.