Apple Bee Case StudyGamification in Employee Engagement

Prepared By Manu Melwin Joy

Assistant ProfessorSCMS School of Technology and Management

Kerala, India.Phone – 9744551114

Mail – manu_melwinjoy@yahoo.com

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Apple Bee Case Study• With an employee turnover

rate of 135%, the restaurant

industry must invest

significant sums to cover

the cost of repeat employee

recruiting and onboarding.

Apple Bee Case Study• To increase employee

retention and “combat

churn,” RMH Franchise

Corp., one of the largest

franchisees in the

Applebee’s system, turned

to gamification.

Apple Bee Case Study• The franchise launched Bee

Block, a website operated

by Bunchball, to foster

employee engagement and

loyalty.

Apple Bee Case Study• Designed to improve

punctuality, sales and

service, the game provides

each employee an online

profile and trophy case.

Apple Bee Case Study• Leaderboards track the activities

Applebee’s wants to reinforce,

including clocking in on time or

selling brownie bites, and issues

“Bee Block Missions” such as

upselling appetizers or growing

check averages.

Apple Bee Case Study• Participation is encouraged

by “Bee TV” – televisions in

each restaurant where

employees can view real-

time data on themselves

and their peers.

Apple Bee Case Study• “Seventy three percent of

our employees are under 31

years old, making them a

prime target for

gamification,” noted Robin

Jenkins, regional marketing

manager for RMH.

Apple Bee Case Study• Since the program was

launched in December

2013, more than 3,000

users have generated

30,000 sessions, Jenkins

said.

Apple Bee Case Study• Check averages have gone

up and employee turnover

has dropped by more than

20% – all without the use of

any tangible rewards.

Apple Bee Case Study• The company does plan to add

rewards in the next iteration but,

according to Jenkins, they will be

“status and reputation building”

such as offering kitchen staff

different-colored chef jackets to

denote their higher status within

the game.

Apple Bee Case Study• RMH also plans to integrate

social media into the

program so that users can

share the badges they’ve

earned or get rewarded for

using company hashtags.