Become a FIRA Member Restaurant
What is FIRA?
The Favorite Independent Restaurant Association (FIRA) is a non profit organization dedicated to helping independently owned restaurants compete and succeed in a marketplace increasingly dominated by the national chains, by supplying a select group of independents with the tools they need to compete more effectively with the chains. These tools include joint marketing, advertising and promotional campaigns, negotiated programs on services, improved purchasing power, and a turn-key loyalty / reward card program.
The History of FIRA
FIRA was founded in 2002 by Favorite Foods, Inc, New Hampshire’s only locally owned and operated broadline foodservice distributor - and a company that has vowed never to do business with a national chain!
Favorite Foods recognized that their customers were feeling increasingly pressured by an onslaught of chain restaurants. Many of the major casual dining chains had opened new stores in their area, including Applebee’s, Chili's, Friday's, the Olive Garden and Pizzeria Uno. Every time a new chain store opened the local restaurants in their neighborhood suffered.
Favorite Foods realized they could serve as the catalyst for creating a non-profit entity dedicated to helping the independent restaurants compete. Thus, FIRA, the Favorite Independent Restaurant Association, was born.
Facilitated by Favorite Foods and made up of local independent restaurant owners (Active Members) and suppliers who support independent restaurant owners (Allied Members), FIRA provides a forum through which its membership can meet to share ideas on best practices, participate in advertising and marketing campaigns promoting their restaurants, and harness their collective buying power in the purchase of goods and services, and fill their seats with the FIRA Local Rewards Card.
There are currently over 40 FIRA Member Restaurants located throughout the Seacoast areas of New Hampshire and Southern Maine. The FIRA program continues to grow in popularity, size and scope, with new Chapters in development.
The Benefits of Joining FIRA
The FIRA "Local Rewards" Program
The FIRA "Local Rewards" card is a powerful tool in creating customer loyalty. Along with getting new customers through your doors, it entices existing customers to come back more often and to become even more loyal. There are currently over 19,000 cardholders in the seacoasts of New Hampshire and Maine. Once enrolled in the program, a consumer accrues a "point" for every dollar they spend in any participating restaurant. When 100 points are accrued, they are automatically converted to $10.00 in gift value on the card, which can then be redeemed at any participating restaurant. The enrollment process requires that the consumer provides critical demographic information, including their name, address, email address and birth date. Every swipe of their card adds information on their dining frequency and spending habits. Savvy member restaurants utilize this data to develop promotional programs on their own, or use the marketing and technology expertise available to them at FIRA's headquarters to help them design and execute creative and unique marketing campaigns. The FIRA card can be sold as a gift card, which may be redeemed at any participating FIRA Member Restaurant.
Purchasing/Marketing Support
Restaurant members earn ongoing allowances on many of the products they purchase from their Favorite Foods through negotiations already made with suppliers. Half of the allowances earned are reimbursed quarterly and the other half are deposited in a Marketing Accrual Fund for each specific Member Restaurant. A Statement is generated each month for each Restaurant, that details the Marketing Accrual amounts earned by Vendor. FIRA will reimburse Members for any investment they make in marketing or advertising activities that include the FIRA logo, up to the amount available in their Marketing Accrual Fund. Approved investments include the purchase of any of the many FIRA branded items available through Favorite Foods, and any costs related to the "Local Rewards" card program.
Consumer Marketing
FIRA invests a great deal of money in marketing and advertising campaigns on behalf of its Member Restaurants, designed to attract new customers, build loyalty within their existing customer base, increase the frequency of their visits and enhance check averages. Complementary member promotions include listing in the membership directory, customized webpage advertisement on www.localflavor.org, monthly e-newsletter promotions to cardholders, monthly postings of on-line specials, and an annual newsletter that is direct mailed to 19,000 cardholders. FIRA also places periodic group ads in dining guides, newspapers, on the radio and on television. FIRA also conducts periodic contests and giveaways enticing cardholders to dine at FIRA Restaurants and automatically be entered to win great prizes.
Evaluation Process
The quality of our member restaurants is critical to FIRA's success. Therefore, membership is by invitation only. You do not have to be a "white tablecloth" establishment to become a member. Our ranks include everything from bagel and sandwich shops, pizzerias to fine dinning. All we ask is that you strive to be among the best of operations that are similar to yours in your area. We consider our members to be "best-in-kind" establishments. They are know for what they do, and they do what they do very well. FIRA arranges for regular "mystery shops" of all of our members' locations, which have become one of their favorite elements of the FIRA program!
How do I learn more about FIRA?
Please contact Jude David at 1-877-EAT-FIRA, or e mail her at jdavid@localflavor.org. We’d be happy to meet with you in person in order to provide a detailed presentation!
