Restaurant Marketing: "Three New Tenets of Customer Loyalty"

Jaime: Hey everybody it's Jaime Oikle, founder of RunningRestaurants.com and RestaurantWebGuy.com, and today I'm here with Jon Carder, CEO and cofounder of MOGL, a relatively new restaurant guide slash game where diners can eat out and get cash back. Jon welcome. How are you?

Jon: I'm doing great Jaime. Thanks for having me.

Jaime: You got it Jon. I want to talk about MOGL in a little bit, but first let me talk about the industry in general and see what's going on out there. What would you say are some of the biggest challenges restaurants are facing?

Jon: I think a big challenge for restaurant owners right now is just the plethora of different solutions available to them. It seems like there's almost been sort of a gold rush around restaurants, and now with mobile apps and all this technology and all these daily deals everybody seems to have a solution for restaurant owners, and so they just are getting bombarded. Their phones are ringing off the hook. People are knocking on their doors and walking in like crazy, and so there's just a lot of different solutions out there. So now it's challenging to filter through those and find which ones are really going to help the business, and which ones are just going to be a waste of time and money.

Jaime: You know I always get scared about that as a restaurant owner. Folks knocking on the door all day long - "can I have some time, can I have some time." I know that can be a bit frustrating for restaurant operators. What other frustrations do you hear them voicing?

Jon: I hear them complain a lot about coupon chasers. So a lot of them have tried daily deals and things of that nature and have been able to drive in a lot of customers, but then it's really challenging getting them to come back. I think loyalty is one of those things that is probably getting tougher now than it's ever been before, and I think some of the reasoning behind that is again a lot of these people are chasing coupons. There's so many daily deals that a lot of people are sort of hopping from one daily deal to the next to the next, and so they're going to a restaurant. They're spending the bare minimum that they need to. They're using their coupon, and then they're just going to the next restaurant and using a coupon again.

And so you know a lot of times that's a loss for the restaurant owner because of the percentage of discount, so the restaurant owner is taking a loss and then not bringing those users back. And I think that's challenging, and in today's environment it's more competitive than it's ever been as well. So it's almost like you need something beyond just good food and good service. It's like those used to make your business thrive, and in today's environment those sort of are par for the course. If you don't have that, you'll die, but if that's all you have you'll sort of just get by. And it's challenging for restaurants to figure out what can they bring to the table that's really going to help them thrive, that's going to help them be really successful and not just get by.

Jaime: Thanks Jon, that leads me where I wanted to go next, and maybe it's loyalty where you were leading it. But I was going to ask you what do you feel is the most important element to help a restaurant grow? You hit on food and service, and I think like you said those are requirements, but what can they do to make sure they're growing?

Jon: I think focusing on loyalty is huge. People like to be loyal, and even though there's all these distractions and things that are sort of making people unloyal, because there's coupons and new deals and people are sort of chasing those around, I think if restaurants focus on loyalty they can really grow their business. There's tons of statistics around loyalty. You know the restaurants that do a good job of loyalty are 80 percent more profitable than those that don't, but the question is how do you get people to be loyal.

I mean if you've just got great food and service that's not going to cut it, so you've got to figure out how to separate yourself from everyone else. How to do something that's unique and something that your customer is going to love. You know that's really, really important to get customers to absolutely love you. If you can do that, you can really create loyalty.

Jaime: I like what you said. You used the phrase "people like to be loyal". It's very interesting. I think that's an interesting hidden truth that even though people do hop around to deals, at the end of the day they do like to have those favorite places that they can count on and that treat them well. And you look for those and you kind of crave that relationship. So get into what you do with your service MOGL and how is that a fit for a restaurant's strategy. Tell me more about that.

Jon: So at MOGL we're all about loyalty, and that's really the reason I created it. I love eating out. I love restaurants. I probably eat out two to three times a day. I mean breakfast, lunch, dinner. I'm always at a restaurant, and I also like to go out at night with my friends and drink. So you know we didn't really have any loyalty programs that appealed to me and my demographic. You know I'm 33. I've got friends from 25 to 45, but nobody really participated in any loyalty programs, and we never really felt like we were getting taken care of.

There were some places where we would go and spend a lot of money and be treated just like everybody else, and that was frustrating. So I decided that we're going to solve this, so what we do at MOGL is we believe in the philosophy if you take care of your customer, your customer will take care of you. And so we've created a program that really takes care of your customer, and it does so in three very unique ways. So first off we wanted to get rid of the loyalty cards, right. The typical loyalty program is buy ten get one free. You got a punch card or something to that effect.

Again that never really motivated me. It filled up my wallet with punch cards. The other option is coupons. I never really liked coupons. It's sort of embarrassing if you're on a date and you have to pull out a coupon, so none of those really appealed to me. We wanted to make it more discrete, more seamless. So we've figured out a way to track everything using people's credit cards. Credit or debit card either one. That way you don't have to carry around the loyalty cards. It's very simple. You just pay your bill. And then we reward people in three ways that makes it very special and stands out from other loyalty programs.

1) Cash Back - First off we give them ten percent cash back, and we chose ten percent cash back because we talked to a lot of people, and that was sort of the magic number where somebody would actually change their purchasing behavior because they knew they were getting ten percent cash back. You know if they were deciding between two sushi restaurants and one's offering ten percent and the other one's not they would actually make the switch and go to the one that's offering ten percent. So we start with that. That's one of the rewards.

2) Jackpot - The second reward is where things get really cool. The second reward is a game that takes place at every restaurant every month, and the game is to see who are the top three spenders, and those top three spenders each month win a cash jackpot. The size of the jackpot is dependent on how popular the restaurant is, so they range anywhere from $20.00 for first place up to $200.00 for first place, and then second place gets about half of that. Third place gets about half of that. That's pretty amazing, and we've seen incredible sort of changes in behavior. People taking out their coworkers to lunch. People buying rounds of shots for the entire bar. Doing all kinds of crazy things to try to win first, second, or third place. So that's something new that hasn't been done before, and it's really powerful at driving loyalty and driving up spend and frequency.

3) Charity - And then the final part is one of my favorites. It's called meal for a meal. And how this works is every time somebody spends at least $20.00 at your venue we'll donate a meal to somebody in need. And we donate the meal to somebody in need right here in the U.S.A., and we do that through Feeding America. It's a great organization that's helping to feed millions of people every year. So that's sort of the feel good motivator, right. People can go out to eat just like they normally do. They're earning cash back. They're trying to win the jackpot, and then they're also feeling good about themselves, because they know that they're helping someone in need. So that's how we're fighting the loyalty problem.

Jaime: So let me just recap there. You've got three motivators for customers - cash back, jackpot, and the good cause. Nice, ok, sounds good. So I'm a restaurant, I'm going to ask stuff like, what does it cost? What's the commitment? What about those sorts of business details?

Jon: Yep. So let's talk about the numbers behind the scenes. So first off we're big fans of performance based. You shouldn't pay for anything until we actually drive some results, so there's no up-front costs. There's no contracts. You don't have to train your staff. It's one of the cool things. Because it's all tracked in your credit card, you just sign one piece of paper that sort of says yeah I'm interested in the program, and it all runs seamlessly behind the scenes. And also the tips are still really nice for your servers, because the discount doesn't come off immediately, so people are still tipping based on the full amount. So servers love that.

The way that we charge is you have to pay the cash back to your patrons of course (10%). We put one percent into the jackpot. About a half a percent is what it costs to afford a meal, to pay for a meal for somebody else. And then MOGL charges three-and-half percent as our referral fee. So all in all you're at about 15 percent of anyone from MOGL that comes into your restaurant and makes a purchase.

Jaime: Okay good. That's good. I was going to ask you about that - the economic side of it, because when you talked about the daily discount deals they started off at 50 percent, and that's a margin that is just not sustainable for a restaurant. And then there's a lot of programs where restaurants are pushing out at a 25 percent discount, and that's really, really tough unless you're capturing repeat business. And so maybe you kind of hit on this where you said you know ten percent was kind of this magic number for customers, and then I think 15 percent is a very workable number inside of the economics of a restaurant. So talk a little bit more how you settled there and what feedback you're getting from the marketplace.

Jon: The way we settled there was we actually talked to consumers first, because we wanted to make sure this was something that would actually drive loyalty. It would actually change their behavior. It's hard for any business as we tend to think about our metrics first and foremost, but sometimes it's important to put the consumer first, and in this case we did a lot of surveying and if we were to offer let's say five percent cash back we saw that about 40 percent of people actually said yeah I might sort of go to a different restaurant because of that but probably not. It was very sort of a weak response. Seven-and-a-half percent maybe we offer that. We saw about half the users say yeah I'm kind of interested.

As soon as we went to ten percent cash back, about 90 percent said absolutely I would make a purchasing decision based on that, so it does drive consumers into the store. So we started there, and then we said okay well you know let's do that other things. The jackpot, the fee. You know what does our fee structure need to be so we can stay in business? And we came out to 15 percent, and at that point it was sort of like okay well let's launch this and let's track the results, and let's see how well it behaves. And let's see if it's profitable for restaurants, because that's critically important for us. If we can't drive bottom line results for restaurants, we might as well shut our doors, because there's just no point in it. It's not going to work long term.

So we launched it and we tracked a couple thousand users at a hundred restaurants. And what we did is we tracked that restaurant's average monthly spend from a customer as well as our local customer's monthly spend at those exact same restaurants. So let me just review that again. We track the customer's spend for the entire month if they weren't on MOGL and then at that same restaurant tracked all the customer's spend for the month that were on MOGL. And what we found was MOGL across the board on average MOGL users spend 50 percent more in a month, which is dramatic, right. It seems almost too good to be true.

But when we really looked at the data what we found is the reason is mostly from frequency. Again because of that ten percent, because of the jackpot, because of the meal for meal, when they're making their purchasing decision to where they want to go out and eat, they're choosing MOGL venues. And they're going back again and again and again, and it actually is driving loyalty. Our frequency alone is almost double that of an average user once they join the MOGL program. So very profitable for that first case study of restaurants. They're all very happy with the results. We sit down with each restaurant owner, and we walk them through their own report that shows what their own customer spend on average per month as well as the MOGL customers spend.

And it's not always 100 percent profitable, but in about 90 percent of the restaurants that we work with we can show real, true return on investment. Not to mention their customers are absolutely loving it. We get tons of restaurant and bar owners who come to us all the time and say wow my customers have actually taken the time to come and thank me in person to tell me how great it's been that since we joined MOGL and how thankful they are that they're getting this cash back and that they're donating meals. And let alone your best customers those are the ones who win the jackpots, you know your most loyal customers, and they go nuts. They're sort of addicted at that point to eating at your restaurant, because they've got to win the jackpot. They've got to beat out the other competitors, and it's really fun and customers are having a great time with it and so are restaurant owners.

Jaime: Restaurants have to be very happy there with those "super users". Actually let me go back to two things you talked about. First, frequency - it's hugely important - we talk about this on our site a lot about "the power of one more visit" per month. I mean even just one more visit per month can really make a dramatic impact to your bottom line. Now let's go back. Where are your systems now? What type of restaurants are they in? What's the ideal target restaurant for this type of set up?

Jon: Sure. So right now we have 400 restaurants in the program. We're adding about 100 a month right now, so it's really picking up steam. And we find that restaurants that have a pretty popular bar do amazingly well. They're like 100 percent profitable with this program across the board, and the reason is because they have some alcohol options. There's a lot more areas for consumers to spend more money, a lot more reasons for them to come back and frequent the venue more often, so those are our most successful venues followed next by just traditional restaurants, ones that may have alcohol but the bar is not a serious attraction for that restaurant. It's more about the food. They do great. They do very well.

We also have fine dining. We've seen a lot of success with fine dining. It's a smaller percentage of our overall restaurants in the program. It's only about ten percent of them, but they do very good. And then we have quick serve places that also do well. It sort of works and appeals to all types of restaurants, but again we see restaurants with bars are our biggest. That's probably 40 percent of our base, and then restaurants that are more about the food are probably about 35 percent. And then you got quick serve after that is probably about 10 or 15 percent, and then you've got fine dining sort of around 10 percent, so that's sort of the mix that we see. But again across the board it works.

Jaime: It seems like it's across the board, and maybe it mirrors the younger set of consumers who have found you online and are adapting this new service. All right, so you're in 400 places. That's great. It sounds like you're growing very well, and this is the sort of thing that's going to zoom across the country, so how do you do that? How do you bring a service like this across the country?

Jon: Well for one it takes a lot of capital. You know we're big believers in relationships. We need to have really strong relationships with every restaurant we work with, and so we put force on the ground in the cities where we launch. So right now we're in San Diego, Orange County, and Los Angeles. We have about 25 account executives and sales reps that are on the ground in those areas that know the restaurant owners and take care of them. So when we want to go into a new city we have to put a pretty good size force into those cities to really provide the level of service we look to do. So you need to raise a lot of capital. So we just raised 10 million dollars in December right on Christmas Eve.

Jaime: Merry Christmas indeed!

Jon: And with that we're going to go into San Francisco. And as we go into San Francisco we'll also look to provide about double the support in Los Angeles, Orange County, and San Diego, so we're going to grow a lot with the people that we have on the ground. And we're actually going to stay there for a little while and just sort of get it dialed in and make sure we're doing a good job for the restaurant owners. And then we'll be expanding a lot on the west coast as well as we're going to be branching off into New York. That's actually hopefully going to happen before the end of this year and then from there continue from the west coast and east coast and work our way inward from there.

Jaime: Well that's fun to expand and grow, but let me go back to the system for a second, because this is something I was thinking about. You connect with credit cards and so there are potential security issues. That's a big hotspot for consumers. How do you deal with that potential fear?

Jon: Sure. Well first off we set it up incredibly secure, so we now have bank-level security here. It took us about a year to get all this technology dialed in. We're PCI compliant level two, which is a very serious deal. We have direct relationships with Visa, Mastercard, and AmEx, as well as several third parties to sort of help make all this happen automatically in the background. It's extremely secure, and in fact we don't even store any of the consumer's credit cards on our servers. As soon as someone registers and adds a credit card that they want to use in the MOGL program, it gets what's called tokenized, which means basically turned into a bunch of passwords, and shot out immediately to Visa, Mastercard, and AmEx.

And what they do is they do all the tracking for us, and then they send us back the data, only the data. So we don't store any credit cards, and we really can't see any of the transactions that occur at any of our restaurants except those that happen by our members, and that's how we do the tracking, and that's how we provide the cash back and all that good stuff. So we started with a very, very secure system. Now it's still very sort of spooky or scary for consumers. You're right about that. And the way that we've gotten around that a lot of website design around showing them the bank-level security, and we're a part of VeriSign and the BBB and we have an A rating. And so we've done all those things. But also we find a lot of our consumers actually find out about MOGL from friends.

So it's one of those programs that's really new and exciting, and people like to talk about it. So most of our sign-ups actually happen from a friend. And when a friend refers you to a program like this and says look I've already earned a couple hundred dollars in cash back, and I've won some jackpots. It sort of lessens that fear or those concerns, and so we don't see it being too much of an issue. We get a lot of sign-ups. We had I think about almost 10,000 sign-ups in just the last 30 days, so that's also picking up momentum.

Jaime: That's great. Let's go back to the actual people - their restaurant experience. You mentioned this, but I want to go back because I'm curious. It's invisible right? They finish the meal. They pay with the credit card - so to your point hey you don't have to pull out the coupon. You don't have to feel like a coupon cutter. So just explain that one more time for me.

Jon: Yeah, so that's really it. I mean it's probably the easiest loyalty program ever. You just pay your bill. You just pull out your credit card or your debit card that you've already registered on MOGL, and you just pay your bill. It's as simple as that. The server doesn't need to know. Nobody needs to know. It's really just nice and discrete, and again that's great for restaurant owners, because then they don't have to train any of their staff on how to take a special loyalty card, or you know a lot of these apps you're seeing out there are digitizing punch cards.

That's kind of a pain for the restaurant and for the consumer. The consumer's got to pull out their phone or some kind of loyalty code and scan a QR code or somehow check in or do something like that. The restaurant's got to recognize that, and the staff has to be trained on it, so there's just a lot of work for most of the other solutions out there. This one there's literally nothing you have to do. The only thing we're seeing that consumers are doing, and this is kind of cool is we have a mobile app that shows you participating restaurants nearby you.

And we get a lot of usage on the mobile app, so what'll happen is people are hungry. They're saying you know what I'm feeling like is sushi for dinner tonight. So they pull out their phone. They pull out the app, and it'll show them all of the participating sushi restaurants that are in MOGL, and a lot of times they'll go to restaurants they've never been to before simply because they're on the MOGL network, which is kind of neat. We didn't actually anticipate that happening when we launched. You know again we're all about loyalty, but kind of a nice side benefit is we also drive in a lot of new customers, because MOGL becomes sort of a discovery engine where you can find restaurants maybe you've never gone to before.

And now you have a reason to go check them out, because now they're on the MOGL network. You're going to get cash back. You might win the jackpot. You're going to donate a meal. Again all three of those reasons why you should go check them out, so we get a lot of people going to places for the first time and then becoming loyal because of the MOGL loyalty program.

Jaime: That's good. You know I was going to ask you about mobile, because we talk about it quite a bit on our sites, because it's so happening now. But you're probably looking at it every day and mobile is going nuts. I mean it's crazy with the smartphones now what they're doing and what people are doing with them. What does the data look like to you on the ground level? What's the trend? Where are we going with this stuff?

Jon: I mean mobile is where we are going, period. Mobile usage passed desktop usage, and that happened about ten months ago, and it's sort of hockey sticking. So everything's going to mobile. I had a friend who went to Japan about two or three years ago and said everyone stares at their phone 24/7. Like they're not looking at you. You go to the train. You're walking down the street. Everyone's staring at their phone. And I remember thinking that was one of the weirdest things. It must be a cultural thing or something to that effect, and sure enough here we are a few years later and I'm starting to notice that.

Everywhere I go people are just staring at their phone. Even when they're eating at restaurants with their loved ones they're still staring at their phones, and I think that's only going to get sort of worse. You know you can look at it as a bad thing or a good thing. That's all sort of opinion, but it's happening. People are using their mobile phones for everything, and we are so connected now like we've never been before, and there's such an information flow. And now with all of these apps there's so many useful things that your phone can do that it could never do before. It's sort of endless the possibilities, and it seems like they just keep getting cooler and cooler apps, more and more useful.

I know I'm starting to get more and more addicted to staring at my phone all the time. It's not just e-mail and text anymore. Now it's news and it's other apps, and it's games, and it's connecting with my friends on Facebook. And there's just so much stuff to do that I think it's only going to get even crazier.

So you've got to be on the mobile phones. When people are looking for places to eat nowadays or thinking about eating, a lot of them are pulling out their phone. And a lot of them are using some of those apps to figure it out. So it's important to have a presence on mobile just like you know back in the day everyone was saying if you're a restaurant you need to be on the internet. You need to have a website. It took a while for everyone to adopt it, but now it's ubiquitous, and everyone has a website.

But in the early days the people that were the first movers benefited from the fact that not every restaurant had a website, so they were able to attract a lot of users, and I think the same thing is now true for mobile. If you're a website owner, you need to have a presence on mobile phones, so it's apps like MOGL. You know we put you on mobile and people are using their mobile app to find restaurants. You'll be represented there, but there's a lot of other solutions as well, and I think it's important to see what all those are, find the ones that are right for you, and jump on the mobile bandwagon, because it's here to stay and it can really help your business. And a lot of restaurants aren't taking advantage of it, so it's one of those opportunities that's still sort of a little bit of the wild wild west. You can get a good bang for your buck.

Jaime: Thanks, you hit on a lot of good stuff there. A couple things -- yes, please if you're a restaurant make sure you're getting a mobile site and you're paying attention to how your restaurant pulls up on via mobile on sites like Google Search, Google Places, Yelp, etc. I mean the phones really at the end of the day they're like these mini powerful computers. It's ridiculous what they can do, and you hit on it. I mean it's the good and the bad. You're in the mall and there's four teenagers walking around, and they're just all looking at their phones staring at them. And I wonder if they're texting each other instead of talking to each other, which makes you nervous.

Jon: In some cases they are!

Jaime: So there is some good and bad, but the point is they're powerful and folks are using them to do business. The reality with mobile is people are out and about ready to do a transaction, and they're making decisions. And so it's even more important to be there. Good stuff on mobile. Let's go back to that jackpot concept, it sounds really cool. This kind of game mentality. People get excited about it. You hit on it, but maybe share one more story about why that's just bringing a whole different spin to what you do.

Jon: Love to. So we actually have hundreds of really funny stories about what people have done to win jackpots, but one of my favorites is actually my attorney. So I love my lawyer. He is a great guy, a good friend, but he is very stingy, which makes him a great lawyer. But he's also very competitive, which also makes him a great lawyer. So he doesn't download mobile apps. He doesn't do you know any of that stuff. Doesn't know what Foursquare is. He's pretty sort of you know a little old school. He's got his Blackberry. I said look you got to download MOGL. You got to sign up. You're my lawyer. It's your duty. Right.

So I forced him to sign up. He's like all right fine, and sure enough one of the restaurants here in San Diego called Bellisario's is his favorite place to go for lunch. So he goes to Bellisario's. He eats. He almost forgets that he has MOGL and he signed up for it. Sure enough he gets an e-mail a few days later. It says hey Marty. Marty is his name. You just earned $8.00 in cash back from Bellisario's. You're now in eighth place, and this is how much more you need to spend to get into first place and win the jackpot. Well his competitive instincts took over, and he's like how can I win the jackpot. And this is sort of towards the end of the month, and remember the competition ends every month.

So what he does is he goes in and he invites all of his employees to go out to lunch with him the last day of the month. Now Marty's never actually asked his employees to go out to lunch with him. So they all thought he was you know feeling sick or maybe had had some kind of pivotal life changing experience. For some reason he was taking them all out to lunch. Now he didn't tell them why because he wanted to win the jackpot and to keep it all to himself, but he ended up taking all of his employees out to lunch. He ends up winning the jackpot, and I've almost never got a text from Marty ever. He like picks up the phone and calls me.

He sends me a text like he's a high school girl. He's like I won the jackpot, and it's got about 30 exclamation points after it and big smiley faces. It was the funniest thing I've ever seen. So we took a lawyer and we turned him into a nice guy. He took all of his employees out to lunch, and we also got him totally hooked. Now he's addicted, so every board meeting he comes into he can't wait to brag about sort of the different jackpot's he's won. Now he's won like four or five of them all around town, but we made him into a slightly nicer guy, which we're proud of.

Jaime: Well if you can do that in the world what can't be done! All right, a lot of cool stuff going on. What can we expect from you down the road as you guys expand and some more things with this technology?

Jon: Well we're definitely building a lot of cool stuff. We're improving the game. We're not just going to stop at sort of these three benefits. We're figuring other ways to really tap into psychology and game mechanics and really drive loyalty to restaurants. So we've got some really fun stuff coming up in the pipeline. Different random chance games and other things like that, so you're going to see the system get more and more robust. And we're also going to be spreading across the United States, and we're looking for restaurants that want to be one of the early adopters in their neighborhood.

We've actually got a place on the website. If you go to mogl.com and you're not in San Diego or Orange County or L.A., there's a little link at the bottom for restaurant owners. You click on that. You can send us an e-mail saying if you're interested in checking it out. We're looking for those early adopters to try out some different markets and figure out where we want to go next, but that's what we're all about is continuing to improve the experience and continuing to expand across the nation.

Jaime: Very cool. And I wanted to ask you this, because I think when talking with you you get this feel that you guys are fun, but if you go to your website you see this very kind of hip tongue and cheek style of marketing, and you've got a mascot on there that's fun. Tell me about that philosophy.

Jon: Yeah, we wanted to be a brand that really represented the demographic that we're sort of going after, that 25- to 45-year-old. It's not corporate. It's fun. You know life's too short not to have fun, so we have jokes all over the website. We put pictures of our company celebrating, having fun, goofing off, but also donating our time to Feeding America. We took the whole company out there to spend a day helping them feed the hungry, and that was a great experience. So that's what we represent, and we want to get that across on the website, and so far what we've seen is something really powerful.

So the brand is becoming something that customers are saying the word love when they describe it, so that's I think one of the things we're most proud of here is when people contact us because they need help. Maybe they can't find a transaction, or they want to figure out how it works. So many times sort of right at the end of the message they say and I just want to let you guys know I love what you're doing. I love you guys. You're awesome. And what's cool about that is it's great for us for a brand, but all the restaurants that are then participating in MOGL they get to benefit from that brand, because now they're associated to that.

So when people are saying I love what you guys are doing they're also loving the fact that the select restaurants are actually choosing to participate, so I think it's great for our brand, but I think it also helps the restaurant's brand as well and helps their image, because you know it's things like meal for meal. Not a lot of businesses out there are trying to change the world, and this has a bit of that in it. And that goes a long way with consumers nowadays especially in that demographic.

Jaime: It does. You know it's funny because I want to wrap up, and this last thing I wanted to ask you maybe it ties to the whole reason that it's happening. You have on your site your core values, and so I looked at one of them, and I said I've got to ask about this. It says "above and beyond expectations". Tell me how you talk about that with your team and give me an example of that.

Jon: We have a saying that goes along with that one. It's called good is the enemy of great. And there's so many times in a business where good enough is really tempting, right. We'll get to a certain part. You know maybe it'll be in a customer service thing like oh I just visited that restaurant owner last month. I don't maybe need to go back again. He's not expecting me to come back in and bring him something or say hi or check in and see how his kids are doing, but we always strive to be great not good. So you have to put in that extra effort.

You have to go above and beyond to really separate yourself from everything else that's out there, and so we always encourage our employees to do that, and we actually every morning we have a company huddle. We bring all the employees together, and we say all right who lived our values the day before, and we'll identify everyone who did from their peers. Their peers will identify and say hey I saw Billy go above and beyond because he did something amazing yesterday, and then we do a big cheesy cheer for all of them. It's really kind of funny. It goes M-O-G-L you did something really well, and then we rap off everyone's name, and then we go goooo MOGL. And it's just sort of funny.

Jaime: You'll have to Youtube that for your website. Good stuff.

Jon: Yeah. But it works you know, and I think the same thing applies to anyone's business. Good is the enemy of great. You've got to push your people to understand that and really look for ways to go above and beyond, so we just call it ABE. A-B-E for above and beyond expectations.

Jaime: Nice stuff. And really every business and restaurant can take advantage of that kind of thinking. Jon great. It's been really good. Tell folks where to find you on the web, how they might sign up for your service, all that stuff.

Jon: Sure. So you just go to mogl.com. So it's a misspelling. We spelled it M-O-G-L.com. You just head there, and if you're a consumer and you live in the areas where we're at right now, which is San Diego, O.C., L.A., and San Francisco you can just sign up. It's free.

If you're a restaurant owner, you can also go to MOGL. M-O-G-L.com, and just go to the bottom. There's a link that says restaurant owners. If you want to be a part of the program, we're happy to have you. Again, no set-up fees. No long-term contracts. You can cancel it any time, but we're pretty sure you're going to love it once you get on. So shoot us an e-mail and we'll get right back to you and get you in.

Jaime: Super. Thanks Jon. This has been Jaime Oikle from RunningRestaurants.com and RestaurantWebGuy.com along with Jon Carder from MOGL. Thanks for listening and all the best for your restaurant business.