Popular quick-serve restaurant chain leverages Blackhawk’s extensive network expertise driving physical and digital gift card sales to deliver omnichannel experience for customers
Global branded payments provider Blackhawk Network announced a partnership with Long John Silver’s, one of the nation’s largest quick-service seafood restaurants, and Alliance Cost Containment, the management company responsible for the gift card program. The partnership aims to broaden the restaurant’s brand reach by selling gift cards in-store at retailers nationwide, online and in apps. Using comprehensive, end-to-end solutions, Blackhawk will enable Long John Silver’s gift card program to reach both traditional and digitally oriented shoppers by creating a seamless omnichannel gift card purchasing experience in stores and online. Blackhawk’s extensive network reaches approximately 100M consumers every week.
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“Long John Silver’s partnered with Blackhawk to better serve our guest’s needs, reach a wider audience, and elevate our gift card program,” said Christopher Caudill, Vice President of Marketing at Long John Silver’s. “Our aim is to make sure gift cards are available where our guests shop daily and Blackhawk provides that visibility. Thanks to Blackhawk’s expansive network, we are making the unique seafood experience from the coasts more accessible to consumers from sea to mouth-watering sea.”
Research from Blackhawk Network1 found that instead of buying gift cards directly from a brand, 64% of consumers surveyed buy gift cards in-store from third party retailers—like grocery stores—that sell gift cards for a variety of brands. The research also found that 29% of consumers surveyed buy gift cards online from third party retailers. As consumer demand for omnichannel shopping grows, providing broader access to Long John Silver’s gift cards will enable the restaurant to keep pace with the varied shopping landscape.
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“Gift cards are the number one consumer gift preference and have a multitude of other applications, so leveraging all available sales channels can be a key competitive differentiator,” said Jennifer Philo, GVP, Business Development, Blackhawk Network. “Restaurant gift cards are extremely popular, and Blackhawk’s expertise in connecting brands with people will help Long John Silver’s extend the reach of its gift card program to drive sales and attract new customers in a crowded market.”
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