case study

How Cheba Hut Increased Active Member Engagement 2.7x and Loyalty Revenue Capture 2.65x by Transitioning from Punchh to Thanx

Thanx helps drive high-margin growth

2.7x

Increase in active member engagement

2.65x

Increase in loyalty revenue capture

562K+

Members enrolled in 11 months

About

Transforming Loyalty into a Growth Engine

Cheba Hut, the fast casual toasted sub concept known for counterculture vibes and authentic guest experiences, had a mature loyalty database, but the program was largely dormant. Franchisees rarely talked about it, enrollment was slow, and loyalty revenue capture was stuck at 7.5%.

After transitioning from Punchh to Thanx, Cheba Hut removed friction from enrollment, rebuilt loyalty around active guest engagement, and turned the program into a measurable growth engine. In 11 months, the brand enrolled more than 562,000 members, increased active member engagement 2.7x, and grew loyalty revenue capture to nearly 20%.

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We turned our capture rate from 7.5% to 20%. In the months after launching the program, each of our shops was achieving eight times the number of signups per month than they were on Punchh. Those things played out exactly how we had hoped that they would, and made the impact that we hoped that they would.

Adam Porter, Senior Director of Marketing

Cheba Hut

RESULTS

In less than a year, Cheba Hut turned loyalty into a growth asset.

Increase in active member engagement

2.7x

Increase in loyalty revenue capture

2.65x

Members enrolled in 11 months

562K+

What Made It Work

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Why Cheba Hut Chose Thanx

Frictionless enrollment: Thanx’s App-less enrollment flow made it easier for guests to join without forcing an app download.
Better guest identification: Cheba Hut increased loyalty revenue capture from 7.5% to nearly 20%, giving the team stronger visibility into guest behavior.
More actionable marketing: Thanx gave Cheba Hut the tools to activate guests through targeted campaigns, rewards, email, and push.
Faster, simpler operations: The team moved away from costly app updates and technical troubleshooting, freeing marketing to focus on strategy.

Frictionless Enrollment

With Thanx, guests could enroll quickly through an App-less signup flow instead of downloading an app and completing a lengthy form. Within 11 months, Cheba Hut enrolled more than 562,000 members, surpassing the size of its previous database and accelerating acquisition to roughly 20 new members per location per day.

The migration also reframed how the team thought about database size. Only 24% of the legacy database had been active in the previous year, while 28% migrated into Thanx. For Cheba Hut, that meant the guests who still cared about the brand made the move—and the new program was rapidly adding active members.

Munchie Mania Turned Dormant Guests Into Active Customers

A few months after launch, Cheba Hut used Thanx to run Munchie Mania, a five-week campaign that rewarded members with free menu add-ons while encouraging additional purchases through minimum-spend requirements.

The campaign generated approximately 34,000 redemptions and more than $870,000 in associated revenue. Loyalty transactions per day increased more than 18%, loyalty revenue per day increased 16.5%, and monthly engaged members increased 38%.

Most importantly, the campaign reached the lower-frequency guests Cheba Hut wanted to activate, proving the value of building a larger and more diverse loyalty audience.

From Program Management to Strategic Marketing

Under the previous platform, marketing resources were frequently consumed by app maintenance, technical troubleshooting, and support issues. With Thanx providing a more stable platform and responsive support, the team shifted its focus toward strategy, analytics, and campaign development.

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