O’Charley’s Restaurants Offer Online Gift Cards

Posted on by Chief Marketer Staff

O’Charley’s inc., a Nashville-based chain of multi-concept restaurants, has added interactive, customizable gift cards to its online capability.

The virtual gift cards will be available on the Web sites for each of the three casual dining brands O’Charley’s operates: Ninety nine Restaurants, O’Charley’s, and Stoney River legendary Steaks. The cards, built on the CashStar tech platform, can be purchased just like plastic gift cards, but will be delivered via an e-mail message. The recipient will receive a link to click in order to activate the gift card.

The O’Charley’s cards offer a range of gift card designs, including some specific to Mother’s Day—something the 372-unit company says it can’t do cost effectively with plastic cards. The chain and its brands can also insert customized promotions or incentive messages on the cards. Finally, users can upload their own images to display on the cards they buy, an additional level of personalization.

“We continuously look for new ways to accommodate our guests and this technology offers them a safe, convenient way to make gift card purchases,” O’Charley’s gift card manager Cary Kuykendall said in a release. “Implementing CashStar’s interactive gift card platform also gives our guests the flexibility to make last-minute gift-giving decisions around holidays and special occasions like Mother’s Day, Father’s Day and graduation.”

In addition to supplying the technology to create the cards, CashStar will also market them through an online network that includes the popular Web site.

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