Background Image for Header:
Adjunct Instructor, West Virginia University
Michael Lynch recently served as the director of loyalty marketing and market research at Lettuce Entertain You Enterprises for 11 years. In his role, he was responsible for all direct marketing efforts including; strategy, teleservices, Frequent Diner loyalty club, email marketing, website and operational customer relationship management. Lynch was also responsible for research and market survey analysis.
With a career as diverse as loyalty itself, Lynch comes from years in both the gaming and hospitality industries. While still in high school, Lynch started his career as a chef at the Polynesian Hotel at Walt Disney World. Lynch’s restaurant experience includes operations management positions with General Mills and Stouffers Restaurants. Lynch moved from restaurants to hotel management positions with Trusthouse Forte, HFS, Holiday Inn and Embassy Suites. During the 12 years prior to joining Lettuce Entertain You, Lynch worked in the casino industry during the advent of the multi-property player’s card. Lynch helped with the launch of the Total Rewards Card at Harrah’s Casinos and the Isle One Card at Isle of Capri Casinos before moving on to Trump Casinos in Palm Springs, California and Gary, Indiana.
Since 1982, Lynch has developed and executed highly successful database marketing initiatives through effective messaging, segmentation, and differentiation. He has recently developed the relational database that is at the center of Lettuce Entertain You’s ability to analyze customer information and behavior and to make critical marketing decisions.
Lynch received his BSBA in Economics from the University of Central Florida and his MBA from Louisiana State University in Shreveport. Soon after graduating, Lynch was asked to join the faculty of LSU-S. Lynch has also held faculty positions teaching undergraduate and graduate marketing and management courses at Indiana University-Northwest and DePaul University in Chicago where Lynch currently teaches Foodservice Management and Customer Relationship Management courses. Lynch is currently working toward his Ph.D. in Hospitality Management at Iowa State University.