American Express Value Story

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INTRODUCTION

American Express Value Story

Not all credit card users are equal – American Express Cardmembers are more closely aligned with the profile of a restaurant’s best customers because our Cardmembers spend more frequently in restaurants.

¹ Brookfield Research, August 2009. Definition of American Express Cardmembers: American Express Consumer, Business, and Corporate Cardmembers who made a purchase at a full service restaurant in the three months prior to the survey using American Express. Definition of Non-Cardmembers: Visa Card, Master- Card, Diners or Discover Card holders who do not have any type of American Express Card and made purchases from a full service restaurant in the three months prior to the survey using Visa, MasterCard, Diners or Discover. Reflects number of dining purchases and dining spend over a three-month period.

American Express Cardmembers Spend More

In full service restaurants, the average American Express check per guest is 46% higher than other credit transactions and 153% higher than cash transactions.

² GuestMetrics, Inc. study of transaction data from full service restaurants from January 2009 through June 2009.

	Introduction A Letter from Curtis Wilson, VP/General Manager, Restaurant and Lodging Industries American Express and the Restaurant Industry American Express Value Story
	Chapter One: Purchasing Powers Introduction Strength in Numbers Going Local Local Knowledge Purchasing Practices Power Buying: Prime Vendor
	Chapter Two: Technology Matters Introduction Feedback on the Fast Track Customers and Restaurant Technologies Taking Your POS to the Next Level Innovative Customer Interface Technology Customers Value Most
	Chapter Three: Saving Green Introduction Save Your Energy Green to Go Baby Steps, Big Impact Marketing Green Briefing References
	Chapter Four: The Employee Equation Introduction Keep the Focus on Training Learning to Let Go: Trimming Your Workforce Legal Sidebar Cutting Labor Costs Building Morale in a Down Economy Morale-Building Ideas
	Chapter Five: Smart Marketing in Tough Times Introduction New Age Marketing: Social Networks and Cell Phones Sales Forces How To Sell More in a Slow Economy Communicating with Cautious Customers
	Chapter Six: Consumers and the New Value Equation Introduction New Deals: Value and Cost-Conscious Consumers Opening the Door to More Business Industry Outlook
	Chapter Seven: Building Loyalty Introduction The Power of Committed Customers The Employee Connection Developing Loyalty – One Customer at a Time Turning Customers into “Members”
	American Express Restaurant Trade Program
	American Express Partners and Services
	Sources
	Acknowledgements

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American Express Cardmembers Spend More